Keep It Simple
In developing your customer feedback approach, it’s not only important to have surveys and questionnaires for customers to respond to, it is equally important to know what to do with the information they send in. When the feedback system is easy to understand and complete, customers will respond in much higher numbers.
For the organization, a simple workflow of creating, sending, measuring the customer experience, and responding to whatever feedback tool you used, is important. The simpler it is to work from the inside, the easier it becomes to measure and respond back to customers. When you find percentages that are below acceptable levels with regard to customer satisfaction, what is your strategy to correct it? How simple is the process? When customers respond with a comment, complaint, or suggestion, how are these handled? Who is responsible to respond back to the comment, and what is the time frame for this process. Again, how simple is it to complete these steps?
Be sure you have a consistent program in place that is easy to implement, easy to understand, and easy to respond to by your customers.