Gathering Customer Feedback
Companies should stop relying so much on surveys and start talking with their frontline people.
(Boonton, NJ, December 6, 2013) There are many ways to gather customer intelligence, but too many companies rely exclusively on customer surveys — and they need to get their frontline reps more directly involved.
Chip R. Bell, a service consultant and author, suggests that while surveys can be useful, they tend to focus on quantitative information and tell you little about the emotional aspects of the customer experience.
This is where frontline reps can help.
In the December issue of Customer Service Newsletter, Bell says that by empowering customer service reps to act as scouts and to collect customer information you not only gain valuable insights for you organization, but you engage reps more completely in their work.
To collect information, he recommends asking just one simple question at a time.
By asking one question, and keeping it short and unobtrusive, Bell says, your reps will be getting valuable feedback from the customer that often isn’t accessible through customer surveys.
Details on the best types of questions, sharing information internally, and closing the feedback loop with customers appears in the December issue of Customer Service Newsletter.
About the Customer Service Group
For more than 20 years, the Customer Service Group has helped customer service, call center and help desk managers increase productivity, improve service quality and boost customer satisfaction, loyalty and retention. The Customer Service Group publishes Customer Service Newsletter and The Customer Communicator.