We all know how to carry on a conversation.
The challenge in getting feedback from customers is to approach our surveys that way.
Picture this scene: your manager stops by your desk and begins to speak. You wait for a chance to break in and contribute to the conversation. In fact, you welcome it since you have a couple of ideas you think could really improve your team’s productivity. But your manager keeps talking… and talking… and talking… and then walks away without even saying good-bye.
In this scenario, most of us would probably feel offended, slighted, or any one of a dozen other negative emotions.
Sadly, many companies approach their customer relationships in exactly this way. They send newsletters, direct mail, and email blasts, but never invite or allow the customer to join the conversation. They miss the essential truth that communication is a two-way street. If you’re not listening to your customers, you’re not communicating with them. You’re not conversing with them. And you’re probably not keeping them.
Feedback surveys can be a great way to give your customer a seat at the table. Has your organization tried implementing a survey or two, but found them to be less than successful? Sometimes we get so wrapped up in the metrics and KPIs and statistics around surveys that we lose sight of what makes a survey successful. Organizations should take a step back, and apply the principles of successful conversation to your surveys instead.