Create an ‘Endless Feedback Loop’
“What sort of questions will we ask?” Org asked.
Counting them off with her fingers, Marka replied:
Why do you continue to do business with us?
What other companies do you consider when making your fire purchases?
If you could change one thing about your FEI experience, what would it be?
Have we ever let you down?
On a scale of 1-10, how satisfied are you with your relationship with FEI?
How would you prefer to be contacted for future feedback? O-mail, O-Facebook? O-Twitter? Olympus Postcard?
Have you heard about FEI’s referral program? ___ Yes ___ No (For every hearth or business you refer, you’ll receive 10 FirePoints as a thank you)
Referral #1 ____________________
Referral #2 ____________________
Referral #3 ____________________
Please update your contact information
O-facebook ____________________ (1 FirePoint when you “Like” us)
O-twitter ____________________ (1 FirePoint when you follow us)
Please describe a memorable experience (either good or bad) with FEI. (25 FirePoints if we use your description in FireNews, FireBlog, or our internal employee newsletter)
“What about new customers?” Org asked. “Should the questions be the same?”
“They should be tilted more toward why they started the relationship in the first place,” Marka answered. “Based on the results from these surveys, we’ll consider and implement key changes in the way we do business. An issue that comes up repeatedly in the results is probably a significant concern for many customers.”
“Surveys are good,” Org responded, “but we can only learn so much about customers without face-to-face contact.”
Marka started her backstroke across the pool. “Enter the new FEI ‘Customer Advisory Board.’ ”
Today’s Fire! Point:
Don’t assume your customer service level is top-notch simply because you haven’t received many complaints. The best way to discover the quality of your company’s customer service is to solicit feedback from customers, either through surveys or personal visits.