Poor customer feedback mechanisms
Topic of this content: How to improve poor customer feedback mechanisms
Who might be interested in reading: professionals and organizations
During this month, we will address different dimensions of the failure to understand customer needs in organizations, a factor that affects their collective performance.
Four short texts will be published on this topic (1 for each week) and, in this first contribution, we seek to look at one of the factors that may contribute to this problem; poor customer feedback mechanisms.
Poor customer feedback mechanisms mean the absence of effective channels to collect and analyze customer feedback or the lack of responsiveness to collected feedback, which can lead to misunderstandings about customer needs.
One of the consequences is reduced customer satisfaction, because without alignment between products, services or experiences with customer expectations, their satisfaction levels fall, leading to dissatisfaction and an increase in complaints.
"Thank your customer for complaining and mean it. Most customers will never bother to complain. They'll just walk away." – Marilyn Suttle
A possible solution could be to implement more effective feedback cycles that can capture customer opinions and experiences in real time.
The organization can then use this feedback to make more informed adjustments to its products, services and experiences it provides to its customers.
However, a potential obstacle may arise, which comes from the existence of limited channels for collecting customer feedback; If an organization does not have effective means of recording feedback from its customers, it will have greater difficulty understanding their needs or will have a very limited understanding, which can lead to poor decisions.
If the proposed solution is implemented and the obstacle is overcome, then this may contribute to a reduction in customer churn, since when customers feel that their needs are being met, they have less reason to switch their purchases to competing organizations.
Author's note: this text expresses a personal perspective framed within some parameters, it is not a scientific article, of a medical, prescriptive or binding nature. It is also important to note that it was not intended to be an exhaustive analysis, in the future there will be new texts that will address other ways of looking at these same topics.
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