Companies encourage feedback because it is a strategic tool to achieve excellence and improve their sales and reputation. To collect feedback, companies are increasingly using resources and channels: face-to-face, telephone service, forums, chat/chatbot, messaging apps, web forms, email, social networks…
All channels used in feedback collection should be used to:
- Listen: to pay attention to customer inquiries, suggestions, opinions and complaints.
- Respond quickly: Agility in response is critical to the success of care because customers don’t want to endure long waits.
- Give solutions: all of the above is not much use if in the end companies do not have the capacity to respond, necessary for the entire organization to be involved in care protocols.
- Humanizing the company: The people in charge of managing the channels of care must be well qualified and be able to manage the tools they use. They are the visible face of the company to the client and must have skills such as kindness, diligence, common sense and the ability to communicate to humanize the company to its customers.
The problem of feedback
Within companies requesting, collecting and serving customer feedback can be problematic for many reasons:
- Most of the time the problem is the lack of means. The feedback that is received, nor is it promoted to be collected, because you don’t have the human and economic resources in the company to do it.
- Companies often see helplessly as their attention channels become vehicles where unfair customer complaints are posted that damage their reputation and ruin the company’s human and economic effort.
- Other times a large amount of money is invested, but there is a lack of internal control to centralize and analyze the information received through customer feedback to transform it into opportunities for improvement and increase the company’s sales.
The problem of feedback for consumers
On the consumer’s part, feedback to businesses may be unnecessary because they think their opinion is going to be irrelevant, he doesn’t have any time or incentive to do so, he finds it violent to complain, or doesn’t know how to do it.
Therefore, it is normal that if the customer takes the initiative and communicates feedback it will be a complaint. Most of these complaints are not resolved because:
- Lack of accessibility in the channels of attention by the company: the customer service channel is not found, and when found it does not work properly: the phone is not answered in a reasonable time or becomes a hell of detours and filters in the switchboard, emails are not answered and chat is not operational.
- Solutions are lacking in the channels of care by the company: when it manages to contact and, unfortunately, the customer receives neither empathy nor solutions from the company’s attention channel, he is helpless.
These issues explain why the customer decides to complain in public, file a complaint, or withdraw their trust to the company.