In my last post, Let’s Start A Customer Experience Movement, I advocated for creating a movement wherein customers would provide feedback to organizations by telling them what the organization could do to improve the customer experience.
From a business perspective, managers should train their employees to ask customers this question:
“What’s one thing we could do better next time?”
Not: “How was your meal? Did you enjoy….? Was everything all right?” These are close-ended questions. If you are genuinely interested in obtaining feedback, then you need to overcome the customers’ inclinations to be polite. When you ask those questions, most people will answer, “Fine,” or “Yes.” But asking an open-ended question will provide you with a higher quality of feedback.
Then you’ll need to create a process to capture that feedback and communicate it upward and outward.
In certain environments where you’ll have more of the customer’s attention, such as during a follow up appointment, perhaps to service the account, you can go into greater detail. “Thinking of the entire process of purchasing this office equipment from us, what did we do really well? Where could we have improved?
But even in a restaurant or as someone is leaving your store you could ask the “one thing” question above.
Of course, this will be a waste of time unless you’re prepared to act on that feedback.
PS: What’s the one thing I could do to improve your experience in reading this blog? Feel free to e-mail me or leave me a comment. You can also follow me on Twitter. I’m txglennross.