Just don’t be offended: Designing feedback into your processes to create growth
You need to design getting feedback into your business processes so you can stay in touch with what you customer is thinking and feeling. Building a brand, like most things, is not a set and forget exercise, and insights gleaned through feedback can have a positive impact on your business.
BRANDING BEFORE BREAKFAST EP 23 Just don’t be offended: Designing feedback into your processes to create growth
So today I want to talk about receiving feedback. Most people are hard-wired to find feedback scary and confrontational. But the thing is, if you’re not asking for feedback, then you’re not going to be receiving it or at least not much of it. You need to design getting feedback into your processes so that you know what your customers are thinking and what they’re feeling. Building a brand, like most things, isn’t a set and forget exercise. The insights that you glean can go into making what you’re doing even better. A few ideas for designing feedback into your processes. So simple things, like when a new client approaches you, asking them how did they find you? And if they choose to work with you, what it is that made them want to work with you over someone else? And even more importantly, the ones that choose not to work with you. What is it that made them go with somebody else? Once you’ve delivered your product or service, then you can follow up with a short survey so that you can learn how the experience was for them and potentially what you could do better next time. And with your regular clients, sending out an annual survey which can be anonymous and is a really great tool to get feedback. And make sure you mix it up between multiple choice or drop downs, but also some free text fields.
So for example, for us we did this recently and learnt that our customers were finding it very frustrating coming to visit us. The parking situation in Surry Hills is bad. So what we did off the back of that survey is we rented a space that customers can now use when they come and visit us. And if your website is core to your business and is heavily used by your customers, it can be as simple as providing a place on the site for them to give you feedback. You might think that no one will fill it out, but trust me they will. So lean into feedback. It’s one of the key ways to improve your customer experience and also staff engagement. Creating the space for feedback, you will uncover some gems of insight along the way so you can improve your business. That’s it from me. It’s time for brekkie.
Written by: Jodie de Vries
Published: August 15, 2019