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Why feedback doesn’t work: manipulating feedback is like taking aspirin for a broken leg!

Woman laughing on mobile phone isolatedAs feedback specialists, we help businesses organisations with all sorts of feedback on-line off-line, direct and indirect, immediate and delayed.

(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?

The Key Principles of Effective Customer Feedback

The key principles of effective customer Feedback are;  Investors in Feedback Logo

  • Gathering feedback is vital … and responding to it effectively is what really matters
  • In the world of the empowered customer, not gathering feedback is suicidal
  • The method of feedback gathering must depend on the relationship you have with the customer: one size does NOT fit all!
  • Written feedback has no body language and should be used very cautiously
  • The customer isn’t interested in what YOU want to ask them: they’re interested in that THEY want to tell you: never forget that
  • The feedback process should enhance the overall customer experience: not detract from it
  • All feedback can be used to build sales and reduce costs: there is no such things as ‘bad’ feedback
  • The customer can forgive you for making a mistake: they’ll never forgive you for not engaging with them
  • In the world of the empowered customer and transparent online reputation, the winners focus on ‘return on relationship’

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