Many businesses talk about customer centricity, but few genuinely listen and act on their customer feedback. There are many ways in which you can gather feedback, with the most common being a survey. But surveys are often part of the problem for two reasons that can lead to a downward spiral in customer engagement.
- When customers take the time to provide the business with feedback, there is seldom an acknowledgement let alone any meaningful response back so customers don’t know if they have been heard or valued for their efforts to make the business better.
- Often the consequence of the first reason, is poorer and poorer response rates over time. It follows that if the customer makes an effort to give the business feedback and there is no response to the feedback and no action, then over time the customer will stop responding and their engagement with the business is also likely to decrease.
It should seem incredible to any business that an average survey response rate of 33% is acceptable (https://surveyanyplace.com/average-survey-response-rate/ ) with more typical response rates being nearer 20%. Survey Cynicism is contagious, and it is possible that you have had a case of it yourself. The symptoms are displayed as increasing negativity towards the business survey supported by comments such as “they don’t listen, respond or act so why should I bother when this business over here seems more interested in what I have to contribute”.
Any truly customer centric business will gather feedback not for the sake of the data but to help strategically shape the business expansion in line with the customers it has and the other ones like them it wants to attract. After all, what sustainable business can survive without happy customers where customers have choice?
Global Financial Services is one of leading mortgage broker agency in Auckland, New Zealand. We won over 40+ award for financial & customer services. Global Finance is one business that seeks customer feedback through it’s annual Customer Satisfaction Survey and not because it wants any congratulations for a job well done. The repeat business and existing client referrals are evidence enough. But because the survey provides the opportunity to draw insights from the feedback about what it can do better and what it isn’t doing yet that would be desired by the people the business serves.
In November Global Finance opened a new branch in Henderson. This decision, the huge amount of planning, resourcing and execution can all be traced back to feedback from the annual Customer Satisfaction Survey when customers told the business they wanted to see Global a lot more local. Next is Manukau. So, our advice is to listen to your customers; they will expand your business.
And if you are near one of our branches, come in and see us. We are here to listen. Global Finance – Your best interest.
A little about us :
Global Finance Limited is one of the leading mortgage and insurance agency in Auckland, New Zealand. We are highly respected, trusted and awarded agency. We have been helping kiwi families to reach their dream for 19+ years.