An important aspect of building customer relationships is managing customer feedback. This includes both short- and long-term objectives: it involves responding to feedback as it happens and collecting and analyzing feedback from many customers to look for recurring problems and opportunities.
In a past issue of The Edge of Service® Newsletter, I look at what it takes to manage customer feedback as it happens. There are five important steps.
- Identify feedback
- Identify and train employees who will be involved
- Establish supporting technology
- Forecast and plan the workload
- Adjust and improve