How to Learn From Negative Customer Feedback - Talkdesk - ContactCenterWorld.com Blog
Let’s face it: no one likes to hear negative feedback. It immediately makes you want to shut down the conversation, exit the environment you’re in and drown your sorrows in an extra large iced mocha with a gargantuan chocolate chip cookie on the side. Unfortunately, life isn’t that easy. Negative feedback from customers isn’t always what you want to hear, but sometimes it’s what you need to progress in the industry, revise your product and improve your customer service. Here are four ways to learn from negative comments.
1. Feedback is a Good Thing
We would all like to think that our products are on point or our services never hit a glitch, but that is rarely the case. If something isn’t working right in your company, you need to know. In fact, Help Scout sites that a typical business hears from only 4% of its dissatisfied customers. This means that 96% say nothing. Furthermore, 91% of customers who weren’t satisfied with their service don’t return. It costs 6 to 7 times more to acquire a new customer than to maintain a current one, so listening to those 4% who are less than satisfied will save you countless dollars.
2. Make the Change
One of the biggest marketing faux pas in history is when Coke felt threatened by Pepsi in the 1980’s and introduced New Coke. En masse, faithful Coke fans poured the “improved” beverage down the drain and protests made headlines throughout the country. What could have irreparably harmed the company became a huge benefit. They admitted they were wrong, apologized to their fans, and became bigger than ever. Listening and showing their willingness to change saved the company.
“Every day, companies solicit feedback from customers, yet only a few translate that feedback into meaning. An even smaller fraction of companies actually take action or close the loop with the customer, to let them know their voice was heard,” says business consultant Whitney Wood. “If you handle it right, the dialog between you and your customers can become the lifeline of your business. To establish and maintain a healthy flow, customer feedback must result in change your customers can see. Change is the most powerful currency to reward vocal and consultative customers.”
3. Data Tracking
If one person complains about something they didn’t like about your product, so be it. If you are getting multiple complaints, then that should be a red flag for your company. Tracking complaints is an important indicator of current trends, future marketing strategies, and direction for product development. (Just look at McDonald’s and their new push for healthier food options such as cage free eggs and apple slices in Happy Meals.)
Your call center agents are on the front lines interacting with customers daily and are therefore in the best position to share the voice of the customer. Providing them with tools to automatically log calls and their outcomes can be useful for gleaning insights into your company’s performance. Call center software that provides powerful reporting and integrates with CRM and helpdesk applications can make this process surprisingly simple.
4. Listen to Your Employees
At the end of every episode of the TV show Undercover Boss, the CEO always meets with his or her fellow executives to share what he or she has learned. Inevitably, they always gain an immense amount of insight that they otherwise would not have from just working alongside their employees. The same goes for customer complaints; employees who are answering those negative calls have heard it all and additionally have a good sense of the company’s image and PR. More than likely, they have some great ideas on how to solve a variety of the problems presented. Who knows what you might learn?
If you put in the effort, negative customer feedback is an opportunity to listen and grow. Not learning from those comments could be detrimental. As customer service pro Kristin Smaby explains, “When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service and business better.”
Publish Date: August 10, 2016 5:00 AM
2020 Buyers Guide Computer Telephony Integration
NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.
PH: (+1) 301 202 3672
View more from Talkdesk
Recent Blog Posts:
|Talkdesk Successfully Achieves SOC2 Type II Certification||March 7, 2018 5:00 AM|
|How to Reduce Abandonment Rate in Your Contact Center||March 5, 2018 5:00 AM|
|7 Key Challenges That Hinder Agent Performance||March 2, 2018 5:00 AM|
|5 Reasons to Ditch Your On-Prem Call Center in 2018||February 26, 2018 5:00 AM|
|Call for Stories: 101 Customer Stories Contest is Open!||February 21, 2018 5:00 AM|
|A Cheat Sheet for Innovative Contact Center Metrics||February 14, 2018 5:00 AM|
|7 Types of Phone Calls Where You Should Screen Share||February 13, 2018 5:00 AM|
|Don’t Put Contact Center Implementation on Hold||February 8, 2018 5:00 AM|
|Apply Today to Speak at Opentalk 2018||February 6, 2018 5:00 AM|
|Contact Center Agent Performance: No Room for Sacrifices||February 2, 2018 5:00 AM|