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Why Is Customer Feedback So Important?

August 4th, 2009 · 3 Comments

The past couple of years has seen a huge growth in consumer feedback being published online. As more and more Australians turn to the internet to source information many of them are also taking the opportunity to leave a comment about their personal experience with businesses they have dealt with.

More importantly customers who are online looking for a product or service are also looking for comments other people have made about that particular product or service.

Many business owners see this as a threat but the truth is that there is no business which can boast that ALL their customers are happy and contented with the product or service which they purchased. EVERY business has its share of unhappy customers and that’s just the way it is.

Some complaints are totally justified whilst others are from customers who make a career of complaining about everything and everybody. We all know the type. No matter what you do there is simply no pleasing some people and everyone else is to blame but themselves.

Be that as it may, everyone has the ability to express their satisfaction or otherwise online and business owners had better start coming to terms with the fact that what happens in the shop no longer stays in the shop.

Now let’s assume that your business has received some bad feedback what can you do?

Firstly, if you are a shonky business then get used to it. There will be a lot more bad comments coming and frankly, it serves you right.

However if you are like most Australian businesses and are in business to do the right thing, customer feedback good or bad can be one of your most potent marketing tools.

Let’s assume that a customer writes a comment like;

“I went to this restaurant with my family and had to wait over an hour to get our meals. We certainly won’t be going back. JT”

How would you as the restaurant owner/manager deal with an ONLINE comment like that? Just as importantly how would you even know that comment existed online?

What if, using exactly the same forum as the complainant, you submitted a comment like….

“Hi JT. My name is Gordon Ramsay and I am the manager of Pay Up Or Else Steak & Seafood. Having read your comments I would like to personally offer you my apologies. Unfortunately sometimes due to unforeseen circumstances we slip up and the result is an unhappy customer. Regardless of the reason however, I assure you that it is our policy to ensure the total satisfaction of our customers both with our food and our service. To that end I invite you to call me personally on 12349876 and allow me to extend you and your family a special offer to help compensate for our tardy service on the night in question.”

Now the people who read the complaint will no doubt read the managers reply as well. That restaurant has not only redeemed itself but has made public the fact that they acknowledge their mistake and are willing to make amends. They have turned a single negative into a double positive and have told all and sundry that their policy is to “ensure the total satisfaction” of their customers.

Encourage your clients / customers to leave feedback for your business.

How Do I Know If Someone Has Written Something About My Business?

I just knew you were going to ask!

Google offer a fantastic FREE service called Google Alerts. Whenever Google picks up an internet entry with your business name or website they send you an email with a link to the article.

How easy is that?

Tags: ratings · reviews

3 responses so far ↓

  • 1 Peter J Taylor // Aug 5, 2009 at 11:45 am

    I would like to take this opportunity to say a big thank you to dLook for promoting my business, also for customer service you have provided me with, keep up the great work. Peter

  • 2 chris // Aug 5, 2009 at 11:48 am

    Great article. Acknowledging a complaint is always important., and the example you provided illustrates how it can become a positive.
    Also, thanks for bringing google alert to my attention.

  • 3 Scott Winters // Jun 21, 2012 at 12:58 am

    That’s a great way to handle negative feedback. I don’t know about everyone else, but I was told to ignore negativity and focus on what I did right. Of course, that was a worried mother’s advice to her 10-year-old starting his first commercial mowing business. I like to think that if I dealt better with unsatisfied customers (what 10-year-old actually does lawn mowing well?), I’d be a millionaire lawn specialist by now.

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