Customer Service: Use feedback as learning process

Q. How can I use negative feedback from customers to improve?

A. It's common for DMEPOS businesses who are just beginning to measure customer satisfaction to feel anxious about their results. It can be challenging to hear customers express dissatisfaction. I encourage business leaders to face that fear, as negative feedback from customers can provide valuable insights to drive change in your organization.

Here are some steps a business can take to effectively use customer feedback to improve.

• Listen attentively: Actively listen to what customers say, whether via a customer survey, phone call or on social media. Acknowledge their concerns.
• Analyze patterns: Look for common themes in the feedback. Are there recurring issues? These patterns can help prioritize areas for improvement.
• Be sincere: Accept responsibility and be transparent with your customers – they will appreciate the honesty. If there is an error, apologize and reassure customers that their concerns will be addressed.
• Take action: Take immediate action to implement positive changes whenever possible. Whether it involves fixing a product issue, improving a service or refining internal procedures, demonstrating a commitment to resolving problems quickly can help rebuild trust with customers.
• Communicate improvements: As changes are implemented, communicate the improvements to customers and thank them for their feedback. This demonstrates that their feedback was taken seriously and shows your commitment to continuously improving the customer experience.
• Make a commitment to collecting feedback: Whatever customer service measurement tool you use, make it a habit! Using measurement tools as part of your normal business practice will enable you to benchmark your performance annually and compare to prior years. You will be able to measure the impact of the implemented changes and assess whether customer satisfaction has improved.
• Continue to refine: Use feedback as a continuous learning process and an opportunity to further enhance your customers' experience.

By following these steps, businesses can turn negative feedback into an opportunity for growth and improvement, ultimately strengthening relationships with customers and enhancing overall competitiveness in the marketplace.

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