Product evaluations, customer satisfaction surveys, Google reviews, social media channel monitoring…. these are a few of the ways to gather customer feedback. They all take time and effort. They may reveal some truths you would rather not hear. They may create more work for you and/or your team. You may have to change the way you do things. So why would you do this? Why bother? Why ask for trouble? Your customers will tell you if they are unhappy, won’t they? You can deal with it then.
According to research, “Only 1 out of 26 unhappy customers complain. The rest churn. (They will simply take their business elsewhere.) A lesson here is that companies should not view absence of feedback as a sign of satisfaction.” 1
No news is good news does not hold up in business. It is imperative your customer knows they have a voice, that you truly care about what they think and that you will listen. This doesn’t mean you have to change things every time you get a complaint; evaluate it, determine if others are saying the same thing, make every attempt to understand their concern.
If you don’t, your customer may go elsewhere and you will be left wondering what happened. Sometimes the complaints are minor or not really complaints at all. They could be suggestions on how you can improve. Customer suggestions are gold, providing you with a different perspective and an opportunity to evaluate and possibly enhance your products or services.
At MCE, we value the course evaluations our participants complete after each day of training. We take them seriously with the whole team from the Business Development Officer to the Instructional Designers to the CEO reviewing and determining if and what action is to be taken.
We also want to know the impact of our training on future behaviours and successes. That is why we are launching an ROI (Return on Investment) Survey for our Future Ready Leadership graduates. We did one in 2018 and our plan is to solicit information from those of you who participated in an FRL program from 2019 – 2022. We will then compare results and send out a report. It is important to us to know that what we are doing provides value, short and long term.
We love what we do yet recognize it only matters if you love it too!