Customer service: Identify the right tool 

Q. What are some ways to collect customer feedback, and the pros/cons of each? 

A. There are many types of customer service tracking tools available, and it is important to select the one that is most relevant for your customers and your business. Here are a few for consideration: 

Net promoter score 

BOC uses one of the simplest tools available: the Net Promoter Score (NPS). NPS is considered the leading metric for measuring customer satisfaction, and it’s calculated by asking one simple question: “On a scale from 0 to 10, how likely are you to recommend (this company/product/service) to a friend or colleague?” NPS often results in higher customer response rates due to its simplicity; however, some companies may require more specific and detailed feedback. 

Paper/e-surveys 

Paper surveys, used for years to collect customer feedback, have evolved to include online formats. They usually feature a lengthy questionnaire asking for specific details like wait times, cleanliness, staff responsiveness and overall experience. These formats can be time-consuming for customers, so response rates may be lower. Plus, compiling and analyzing the results requires additional staff time. If customers are asked to complete a survey in person, they may feel pressured, and this could skew your results. 

Online reviews 

Many companies have a presence on Google Business, Yelp or Facebook. These platforms offer opportunities for customers to leave public online reviews, which can improve your online reputation and search engine optimization (SEO). Be aware that online reviews can negatively skew results, as customers often leave reviews only when they have complaints, not when they are satisfied with their experience. 

As you can see from these examples, there isn’t a one-size-fits-all approach to collecting customer feedback. Think about your customers and their experiences. What do you want to learn from them? What method of providing feedback is easiest for your customers? I encourage you to find the best solution for your business. 

Judi Knott is president & CEO of Board of Certification/Accreditation (BOC). Reach her at judi.knott@bocusa.org or 877.776.2200.