Hardly a day goes by without people talking about the importance of gathering customer feedback.

Here's a great little story about a Bank getting it right.

Last week I was in NatWest Okehampton: there was a queue of about 4 and only one person serving. Consequently I had to wait about 15 minutes to get served.

Whilst I was waiting I picked up their leaflet about what a helpful and customer orientated Bank they were: talk about rubbing salt into the wounds when you're in a hurry!

Here's a great piece of data for you:

According to recent research:

This is so often the case.

I suggest you do more than this if you want to spend time and money on customer feedback (and you MUST do this in 2012 to survive). Here's my short tips:

1. You don't want 'satisfaction' you want 'loyalty' and 'engagement' resulting in repeat sales, up sales and referrals

WHY?

Many customer surveys are lame and pointless at best (and dangerous and destructive at worst!), and very often have the opposite effect to that intended.

How to ensure your organisation, team or group delivers consistently excellent customer experiences.

Empowering your people and building sales through a systematic approach to customer service.

1.       Beliefs

The internet has empowered the consumer like nothing before … and this change is still in it’s infancy.

Through feedback sites and social media, the customer can literally make or break you over time: and it's out of your direct control.
 

Going forward you cannot hide poor service behind a sexy brand, or bad practices behind clever marketing.