The Whole Enchilada!

The Whole Enchilada!

June 19, 2011

We read books from cover to cover, we watch movies from beginning to end. Clearly we need the whole picture for it to make sense, no brainer! Why wouldn’t we take the same approach to our customer feedback programs?

Conducting customer feedback projects one time per year is a great way to obtain a distorted view of what your customer thinks. The decision to initiate a survey can be due to a nasty complaint from a customer and becomes a reactive situation. Yes, dollars are saved on budget…however in reality businesses miss out on the opportunity to gain a better understanding of its customers on a greater scale. By being proactive and engaging in a consistent program, a more meaningful and lasting relationship is developed with the customer.

Collecting customer feedback isn’t just about finding out what your customers are unhappy about–instead, it’s about gaining a better understanding of what your customers want, need and care about most in order to create more and lasting value for them. Consistently talking to your customers and listening to their feedback is the only means through which you can gain clarity about what’s most important to them.