Customer Feedback Powers Quality Assurance
!https://customercount.com/images/32.jpg!
Customer Feedback Powers Quality Assurance
By: Marc E. Carlson, RRP
CustomerCount© Business Relationship Manager
If you want to find areas within your business model that need attention, you only have to look as far as the incoming feedback from consumers. And why not? The information is new and fresh on the minds of your consumers. If you review the overall results and do a bit of digging, you will uncover an area of your operations that is lagging in performance. Not in your eyes, but in the eyes of the consumer. Perception is a funny thing. When you are so close to the daily operations you can sometimes lose sight of who pays for all the overhead….the customer.
We all want to provide the best customer experience as feasibly possible. If we take our eye off the consumer intelligence coming in from our customer feedback program, we can jeopardize the market share we worked so hard to obtain. There will always be areas for improvement no matter what department, division or team you work in. By monitoring customer feedback on a regular basis, you should be able to identify quality assurance issues and address them before those issues become a problem. Do you think that increases the ROI on your customer feedback program? I think so.
Great insight Marc! I read a survey conducted by a trade association about a year ago that measured what marketers think customers value most and then surveyed the customers so see what attributes they valued most. There was a huge disconnect in the two perspectives. As you pointed out, customer feedback is absolutely necesary to know how to deliver exceptional experience – based on the opinions of those who count most.