Using feedback to improve Customer Service

Using feedback to improve customer service

In many jobs if a customer isn't complaining, there's not a problem.

The 'no news is good news' attitude might make life easier on a day-to-day basis but the lack of feedback means you have no idea what customers think of your product or service.

At the other end of the spectrum, the internet makes it easy for everyone to give their opinion. A few negative reviews online can quickly damage your reputation and be disheartening.

Unfortunately, neither approach gives a business owner a rounded picture of customer opinions.

So how can you get useful customer feedback and how should you use this information?

Define your scope

Before you start canvassing opinions, you need to decide which area of the business you want to focus on. For example, you might want to see what people think of  your customer support, opening hours or existing product ranges.

Opportunities to give feedback

Creating an environment where customers feel comfortable giving their honest opinion is crucial. The method you choose will obviously depend on your business and the kind of information you want.

Types of feedback include:

·         surveys (there are plenty of free resources online to help create and send surveys)

·         emails

·         interviews (either by phone or face-to-face)

·         reviews

·         comments on websites

·         anecdotal evidence.


Decide the most appropriate time to ask for feedback. Is it when a customer complains? Is it after a sale? When you've resolved a problem? Before or after a new product launch?

You should also consider how long you are going gather the feedback. The 2 main options are:

1.       A set period of time – this might be suitable if you want information on specific area of the business or something that is time sensitive.

2.       An ongoing process – this makes feedback everyday part of your customer service offering and will allow you to look at longer term patterns.

Using feedback

Fix problems
When analysing the information try to stay open-minded. You might not get the responses you were expecting but as Bill Gates once said: "Your most unhappy customers are your greatest source of learning".

If common themes emerge among disgruntled customers, use this information to stop common problems reoccurring.

In addition, you should consider responding directly to unhappy customers. If something has gone wrong, you need to acknowledge it and rectify the situation.

Guide business decisions
The information you gather gives you more scope to make informed business decisions. For example, your clients might be requesting additional features. Or perhaps your customers love your product but would appreciate better support when they have a problem. 

By collecting, listening and responding to feedback you can help keep customers satisfied and improve your business.

Contact us to discuss how customer feedback can be part of your business strategy. Call 01323 720 555 or email


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