How to Handling Customer Feedbacks

Customer feedback is the information, insights, issues, and input customers share about their experiences with our company, product, or services. Customer feedback is an essential asset of every organization. Because the feedback provides the sounding board for our products, services, and market strategy. Carefully listening to customer feedback and taking action enables organizations to make the right strategic decisions. I will share several key points I recently learned about handling customer feedback. 


Capturing the Right Feedback - The problem is what's right. The right feedbacks are those driving changes. Because the changes can be costly, choosing which feedback to listen to, what priority to take, how to respond, and the critical steps to take are essential. The decision has to be evaluated against the business impacts and actual influences. How do we know if our choices are correct? The best practice is to set up a structured decision-making process and construct a well-managed feedback loop to validate and revise decisions along the way. 


It's also about capturing the feedback right. Have we really heard from the customers, or do we only listen to what we want to hear? To avoid this confirmation bias, we need to go where our customers are, watch them, live with them as we can, and really understand them, their habits, how they solve their problems, and where the feedback comes from.


Gaining a Holistic View of the Feedback - Despite collecting extensively, the message comes from different media channels, demographics of users, and from different perspectives., gaining a holistic view doesn't mean we need as much information as possible. We need the ability to filter, consolidate and summarize feedback in a meaningful way and the power not to be distracted by noises and distractions. 


Dealing with Social Media with Caution means handling information on social media with caution. Social media generally have 10% taking 00% of the voices (source). Nowadays, we also have 20% bot users (source) and fake news/messages. 

Customer feedback handling requires attentive listening, critical analysis, and a structured decision-making process to void mistakes. ​

Resources 

1. Using Social Media to Improve Your Business, December 2, 2011
2. Customer Feedback: Why It's Important + 7 Ways to Collect It, November 20, 2022
3. 10% of people are dominating social media. What if the other 90% spoke up

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