(I bet you didn’t even know that there where so many variations!)
Now, most people are beginning to realise that feedback only has value when it is transparent, and includes both positive and negative; but there are many organisations out there, and even, hideously, feedback systems that are promoting the ability to filter feedback; i.e. you just publish the good feedback (this is a process we use to call in the good old days, publishing ‘testimonials’).
So, without me having to spell out how completely ridiculously daft this is to do this let me just ask you some questions;
- How popular would Trip Advisor if it only had good reviews?
- How reliable would customer reviews on Amazon be if they only published the good reviews?
- How would EBay work if the customer could only publish a good review?
It’s ludicrous isn’t it? Yet, so many businesses are still on this mind set of ‘testimonials’ rather than feedback!
I don’t know how we can make this clearer; manipulating feedback in any way is like taking Aspirin for a broken leg.
Feedback instead needs to be dealt with systematically structurally, using both immediate and time lapsed systems, and joined together to make it easier for the customer to tell you whether you are good bad or indifferent.
The feedback needs to be published openly so that your consumers will trust you (remember; everyone can get things wrong, just not owning up is the problem!). And every type of feedback should generate a response that will build customer loyalty and referrals.
There are ways of doing this that are tried and tested and pay for themselves many times over. If you don’t know about these or have any questions you know where to get hold of us.
Why feedback doesn’t work? simple: you’re not doing it properly!
What to do? you need to engage an expert: it’s a simple as that:
- you wouldn’t get an office junior to do your tax return,
- and you wouldn’t go to the post office when you felt ill:
so why go to anyone other than an expert when you need to get the single most important aspect of your business right?