Recently I was sitting with a client (a large comms agency) listening to one of their client service leaders talking about building strong customer relationships and the importance of gaining feedback. The term used was “fearless listening”, the idea that you should not be afraid to ask for feedback in case you think it will be bad. The opposite to burying your head in the sand if you will.
We’ve been encouraging our clients to ask for feedback for as long as we can remember too. In fact we run regular customer satisfaction surveys for one of our longest standing clients. This allows us to track changes in performance, identify trends and highlight any areas where the client needs to raise its game. In the last four years this process alone has helped to improve customer satisfaction significantly.
With this in mind we decided it was high time we conducted some fearless listening ourselves and have begun surveying our customers. It’s been an eye opening experience so far with a huge amount of positives identified, along with one or two areas where we can improve. We have been delighted our Net Promoter Scores that’s for sure.
If you aren’t already asking your customers for feedback, start now. It doesn’t need to be a great big survey, it can be as simple as asking the question ‘are you happy with the service we’re providing?’ The important thing is to start collecting feedback, recording your customers views – both positive and negative – and making sure you take action on any of the areas for improvement. You will be surprised how this can focus your mind on the customer, which after all is what marketing is all about.