I am a customer of two of the largest private sector banks, one
PSU bank, largest credit card company , some insurance companies, public
utility companies , telecom companies and one thing is common in them ;
NO Companies have asked me for any feedback ever or for
last many years.
I visited one
recently open but popular restaurant
and along-with the bill there was small crisp feedback form.
Now everything happened precedent to the feedback form was
almost perfect. Ambiance, food quality, customer service, attentive staff,
clean & perfumed washrooms, food on display , presentation, menu
card , light music & including valet parking etc. Barring a
few elements which could have made the experience delightful , everything was
perfect.
After a near perfect show when they are asking for feedback they
are aware that they have done their best however still wish to
know where they misused and open to improvements. They are
aware they are living in times of Zomato.
Companies those who know power of social media have
stared improving their customer experience. However likes
of some (no, many many) companies mentioned on top of the blog still think that
they are doing good without even seeking customer feedback.
Customer feedback is not only the MOST powerful tool but is the
business critical tool. It tells you whether you are meeting
the expectations for whom you are in existence. Jeff Bezos , customer
experience champion CEO of Amazon.com, says " don't just listen
customers, understand them." How would you do that without asking
them?
Customer feedback gives great insight, it makes customer feel you
care, and acting on the feedback certainly adds value to the
business.
When the enterprise is concerned about feedback they
will perform well in the first place and
even if they have failed somewhere they will know from the
feedback. Customers' anger will also dilute after filling the feedback
form.
When was the last time your enterprise has taken customer feedback?
No excuse for B2B companies.
