Getting Feedback

Getting Feedback

Do you want to know what your customers really think? Ask for feedback to learn what they like, what they don't like, and what you can do to serve them better.

I've been speaking for many years, so I'm used to getting instant evaluations. Obviously, it's always nice to get compliments and hear how wonderful you were. That affirms that you are doing a good job. The reality is that no matter how good you are, you can always get better.

At first, it's a little hard not to get defensive when someone criticizes something you've done. However, with a little experience (and a slightly thicker skin) you learn to determine which criticisms to take seriously and which to disregard. For example, I decided there was no need to get worked up over the person who complained that I was short. I'm 5'1', and
it is not likely that is going to change. Not much I can do about it. But if someone says that I talked too fast, or that I didn't include enough basic information, I need to pay attention. They are telling me what I need to be aware of next time.

If you are ready to hear from your customers, there are several ways to get feedback. For best results, the feedback process should give the option of anonymity. Many businesses use comment cards. These are simple questionnaires that ask about the customer's experience. Customers can drop them in the mail or in a box at your place of business.

Another possibility is to hire an outside service to conduct a study of customer satisfaction. They may do this by having a focus group where customers can discuss their impressions of your business, or by making calls to customers to ask them about their experiences.

If you have a good relationship with your customers, you may ask them to participate in a roundtable discussion about your business. Let them know you need honest feedback to help you serve them better. Ask them to tell what they like best about dealing with you and what they would like to see change.

When you listen to your customers, you learn how to make your business more successful.

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