November 3, 2010 at 18:22Exemplar. Part 1 - Gathering feedback from customers
Do you like listening to nasty things about the business you are doing? Not? Then you do not have the abilities of an entrepreneur. Because the real entrepreneur understands, the offensive words of the disgruntled client give more opportunities to improve the business than the smartest books and the most qualified consultants. Let's look at an example of an effective system for collecting customer feedback today.
So, we repeat once again - constant feedback from customers is the key to business health. Without it, the company "goes into space" - it begins to work not for customers, but for its ideas about customers. And real customers are slowly starting to creep.
Therefore, a business interested in preserving its clientele should be as attentive to it as possible. And give people a simple opportunity to help make the company more convenient and enjoyable for them.
Who argues with this simple thought? No one. And who does this in reality? Well, you get the point.
Paradoxically, the idea of the importance of feedback is recognized by all as an axiom, while at the same time 90% of businessmen do not want to know what their customers are actually unhappy with. This is especially true for businesses with a large workflow. There are many people, you will not please everyone. You are many, but I am alone. Do not like it - do not buy.
This is a purely psychological mechanism - we all love to be praised. And we don’t love everyone when they scold. Therefore, so often we see advertisements like “We are five years old - we accept congratulations” and almost never see advertisements “Tell me, what else can we improve?”.
In Krasnoyarsk there is a restaurateur V.V. Vladimir, who owns several chains of restaurants of different formats. They all have something in common. Here is a pyramid on the tables:
Stop for a minute. Here is an ideal implementation of a feedback collection system.
Now I will explain why.
1. “Gorka” stands on every table - each visitor is informed about the opportunity to share their impressions. This is clearly understood by the staff of the institution.
2. SMS is quick and easy. This is not a “plaintive book” that needs to be “requested”. You can send sms in a few seconds without getting up, without forgetting the details and the intention itself. Therefore, one can report not only something egregious, but also trifles, or praise, for example.
3. SMS personalizes reviews. On the one hand, this reduces the number of people who just want to send nasty things, makes them responsible, and on the other hand, it gives you the opportunity to respond: contact, find out the details, thank you for the feedback.
4. Receiving feedback in sms format enables real-time reactions. This is not a “gentleman hitting" once a month - the hand rests on the pulse constantly.
5. And, finally, the formal restrictions of the sms-format insure against the multi-page works of graphomania complainants. Feedback will be short and convenient for processing.
What is the result? We see the feedback collection procedure integrated into the service itself. People can share their impressions directly in the process, without highlighting the response in a separate project called "go to quarrel with the manager." It is very cool.
Naturally, such a reception will not work for any business. Not everywhere you can "put on the table a pyramid." But the very approach to the organization of feedback deserves a thorough and thoughtful copying.
By the way, Krasnoyarsk colleagues told me that V.V. Vladimir is the most successful restaurateur in the city. It would seem, what is the connection?
And what examples of feedback organization can you give? Share positive examples. Or negative - this is also useful, we will discuss.
So, we repeat once again - constant feedback from customers is the key to business health. Without it, the company "goes into space" - it begins to work not for customers, but for its ideas about customers. And real customers are slowly starting to creep.
Therefore, a business interested in preserving its clientele should be as attentive to it as possible. And give people a simple opportunity to help make the company more convenient and enjoyable for them.
Who argues with this simple thought? No one. And who does this in reality? Well, you get the point.
Paradoxically, the idea of the importance of feedback is recognized by all as an axiom, while at the same time 90% of businessmen do not want to know what their customers are actually unhappy with. This is especially true for businesses with a large workflow. There are many people, you will not please everyone. You are many, but I am alone. Do not like it - do not buy.
This is a purely psychological mechanism - we all love to be praised. And we don’t love everyone when they scold. Therefore, so often we see advertisements like “We are five years old - we accept congratulations” and almost never see advertisements “Tell me, what else can we improve?”.
In Krasnoyarsk there is a restaurateur V.V. Vladimir, who owns several chains of restaurants of different formats. They all have something in common. Here is a pyramid on the tables:
Stop for a minute. Here is an ideal implementation of a feedback collection system.
Now I will explain why.
1. “Gorka” stands on every table - each visitor is informed about the opportunity to share their impressions. This is clearly understood by the staff of the institution.
2. SMS is quick and easy. This is not a “plaintive book” that needs to be “requested”. You can send sms in a few seconds without getting up, without forgetting the details and the intention itself. Therefore, one can report not only something egregious, but also trifles, or praise, for example.
3. SMS personalizes reviews. On the one hand, this reduces the number of people who just want to send nasty things, makes them responsible, and on the other hand, it gives you the opportunity to respond: contact, find out the details, thank you for the feedback.
4. Receiving feedback in sms format enables real-time reactions. This is not a “gentleman hitting" once a month - the hand rests on the pulse constantly.
5. And, finally, the formal restrictions of the sms-format insure against the multi-page works of graphomania complainants. Feedback will be short and convenient for processing.
What is the result? We see the feedback collection procedure integrated into the service itself. People can share their impressions directly in the process, without highlighting the response in a separate project called "go to quarrel with the manager." It is very cool.
Naturally, such a reception will not work for any business. Not everywhere you can "put on the table a pyramid." But the very approach to the organization of feedback deserves a thorough and thoughtful copying.
By the way, Krasnoyarsk colleagues told me that V.V. Vladimir is the most successful restaurateur in the city. It would seem, what is the connection?
And what examples of feedback organization can you give? Share positive examples. Or negative - this is also useful, we will discuss.