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Feedback is important in every sphere of life but more so in business simply because it tells how we’re going and how we can improve.

If we continue to improve, we’ll continue to grow.

The benefits of feedback are obvious:

1. Consolidates the relationship
2. Lets you know where you’re falling down
3. Opens up communication
4. Can be the catalyst to valuable testimonials

But Many Businesses Still Don’t Do It ( and Many Don’t Do It Well)

So, why do so many businesses fail to implement a proper customer feedback process?

Every business will have their unique reasons and on the face of it, most will be very rational. Here are three:

1. Time - it’s hard, in the traditional format, to arrange constant customer feedback nevermind tracking it and taking action.

2. What to Ask - some questions may seem personal, while others may seem to say “tell me how good I am”. Where’s the balance? What do you want to know?

3. Customer Response - not just to the survey questions but to the survey itself. Just not knowing people’s reactions might hinder the implementation process.

But what if you could get the feedback when you wanted it, automatically and have it collated so you can get an overall feel for how you’re doing?

How priceless would that be?

To know:

• what your customers think about you
• what your customers and prospects think about your product and your service

would be so powerful your business would be at the edge of its performance very quickly.You see, you don’t want “nice & fluffy” feedback.

You need feedback much like the Grand Slalom skiers are getting at the Winter Olympics in Turin at the moment.

If they miss by 2/100ths of a second, they get told. There’s no apology or softening the blow.

That’s what great business is about.

But How do You do This Quickly & Easily?

For those with assistants it may be easier but with any business there are simple and effective ways to get customer feedback. Some use checklists, others have it pre-prepared in the client file and hand it over or post it out at the same time every time.

One way I’m going to suggest is with an online survey.

Why Online?

To my way of thinking this is the best way to get client feedback today.

1. The population is increasingly “web aware” and are exploring the Web more and more.
2. An online survey (example below) is generally quick saving both you and your customer time.
3. Completing the survey privately will allow better responses. You can even have the responses go to a third party like a coach or a manager.
4. Inexpensive: this is a big one. Mail out surveys cost both time and money. Online surveys, once they are set up are done. All it needs is for clients to complete them.

Nothing Happens in a Vacuum

I can hear some people question the use of technology and how it might appear to be impersonal. I actually believe the opposite.

If any service provider has made enough of a connection then almost any tool used to promote the relationship (like a survey) will be beneficial. The means to that survey can be immaterial.

I will agree though that online surveys, just shot out of a cannon because it’s the latest fad can do more harm than good. You need a well thought out strategy to go with the surveys.

Overcoming Resistance

If a client refuses an online survey, that in itself is feedback - not to change tools, but to develop a closer relationship, find out their objction to it and help them overcome whatever is getting in the way.

It is a signal to add value.

So How Hard Is It?

I’m not sure who said it but someone wiser than me stated: “The questions you ask are defined by the answers you need.” (not want)

That is how you form your questions. And if you follow the advice the content becomes easier.

Now What To Do

The next thing to do is to work out 3 - 5 questions you’d like to know from your clients and write them out how you’d like to ask them.

If you’d like feedback on your questions you can fire them off to me and I’ll oblige - f.r.e.e. of charge for the next two weeks.

I’ll look forward to your responses.

p.s. if you know someone who is looking into this already, feel free to pass this article on to them.

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