Opinion: customer feed back

Customer feedback or feed on?

In the 21st century business world, a lot of companies have become more
interested in getting feedback from their clients/customers. Whether or
not the feedback is being utilized is the question we need to ask
ourselves.

In every service rendering establishment you visit – banking halls, hotel
lobbies, business lounges or reception desks, you can’t fail to notice
comment cards, comment box or an online link or email directing you to
provide feedback about the service rendered.

For most companies, this is just a showcase to prove that they care. They
never reach out to the customers, in-spite of the effort it took to
provide to required feedback. These companies either don’t have the
interest to follow up or just too busy to deliberate on the feedback. Also
in some cases, the personnel in charge of collecting feedback shreds the
bad comments and only submit the good ones to the decision makers. Some
companies will even avoid reaching out to the customers to avoid any
compensation on already sold goods or services, forgetting that “your most
unhappy customers are your greatest source of learning- Bill Gates.

Feedback, whether bad or good from your clients, should be an exciting
experience; that someone got the time to share his or her experience after
consuming your product or service is a big deal. It helps your company to
rate your service and where you stand in the market. It also helps your
company to plan training with the understanding of the capacity needed.

Every company should treasure feedback, good or bad from their clients, if
they want to improve on their internal standards and ultimately increase
their profit.

The writer is:

Ayub Kato

Customer service and Call centre consultant.
akato@smilingfaces.co.ug
Smiling faces International.

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