Knowing how your customers feel about you benefits you just as much as it does them (assuming you actually make improvements to fit their needs).
You can use that feedback to improve services, promote the results you offer and sharpen your marketing message. But it can also build good will…or not.
The key is being and sounding authentic — actually caring whether someone had a good experience dealing with you.
Recently, I had just such an experience with Voicebox, a karaoke place with personal party rooms. The day after a group of us celebrated a friend’s birthday, I received an email saying I rocked (I like to think I did.) and thanked me for bringing my party there. They like to reward employees for a job well done and asked if I’d like to comment. For an added touch, they included our playlist.
On the other hand, there are companies — whose products I use and like — that send surveys I’m initially happy to fill out, only to feel several pages in that I’m working too hard. The surveys smack of statistic gathering, and worse, a veiled attempt to tell me how great they are given the bias of the questions.
That’s when I quit these surveys and leave feeling worse about the company than I did before.
Two requests for feedback. Two completely different ways of connecting.
Sounding and acting as if you really care is also a good way to share your brand voice through your values. For small companies who remain vexed about what a brand is and how to promote theirs, this is one such tool.
(Image: Kevin Dooley)