What is happening with customer feedback?
The world of customer feedback is changing, and customer centric companies start to overwhelm their customers by asking for feedback through to many channels. There are many reasons for this, but most notable is that customers interact with their computers, laptops and phones with the same service. And each device opens a new feedback channel. Add to this email and calling, and it is easily seen how customers can feel overwhelmed. And while it might feel unfair, customers just want an easy way to give feedback. They expect that someone acts on the feedback. They expect that a person (Gasp!) comes back to them if necessary.
The old approach
The old approach is to offer as many feedback channels as possible. Have a helpdesk software. Ask customers here for feedback. Have a survey on the website. Send out emails asking for a reaction. This is to much and to disparate.
The old approach no longer works, because customers get fed up. And your company drowns in disparate feedback silos.
The new approach
A new way to think about feedback: Just ask for so much feedback that your customer feels heard and that you can actually act on the feedback. If you don’t act on feedback, customers will feel that their effort is wasted. And that is true.
FanExam is working on their next generation NPS platform. We make this vision a reality.