The feedback you get from customers is of utmost importance to you. A lot of companies consider market research and customer interaction at the start of their developmental process, they often fail to incorporate feedbacks and complains at later stages mainly because they see both as the same thing.
No! They are not the same thing. We will define the two for you to truly understand the difference.
Customer Feedback describes the process of obtaining a customer’s opinion about a business, product or service. It could be either praise or criticism.
Customer Complaint can be described as a report from a consumer providing documentation about a problem with a product or service, or “an expression of dissatisfaction on a consumer’s behalf to a responsible party”.
Feedback is great for your company and you might even find negative and frustrated remarks or complaints in your feedback.
However, when a customer has a complaint, it is as a result of dissatisfaction with your company, product or service. With customer complaint, your primary aim is to resolve the complaints as soon as possible.
Nevertheless, customer feedback is equally important and every bit of feedback must be accounted for and acted upon. Always thank customers for their feedback and inform them about any changes implemented as a result of their feedback.
Think about it: if a customer’s feedback has helped you make a change and they aren’t receiving a response, they’d believe that you are ignoring their opinion and not giving them any credit at all.
This would only result in customers who don’t want to give you their feedback: not something you want, is it? One method of interacting with customers that is underused is a personal ‘thank you’ or follow up note. Whether you’re a small or a large company, this opportunity must be used! After all, your customers are the ones taking time out of their day to give you feedback on why they do business with you.
In conclusion, listen to customer feedback with such care that customers truly see the changes that they suggested and want to keep coming back and aim to gather customer feedback throughout the life-cycle of the company.