Feedback is one of the most powerful tools for improving organizations, and that’s why top brands are becoming obsessed with it. They’re taking customer surveys and using them to develop better products, services, and processes, enhancing their competitiveness in tight markets.
But feedback is not always easy to get. Customers won’t willingly tell brands what they think of them, and employees are even less likely to do so. That’s why firms need to get smart about how they ask for feedback on their goods and services. Companies need to make it less judgemental and more procedural. Individuals need to feel confident when they start filling out surveys and forms.
You can see some companies trying to do this already. Tesla has long been a leader in the space, going to extra lengths to secure its customers’ honest opinions about its vehicles. Elon Musk has famously gone on record about the challenges of receiving meaningful feedback and how important it is to remind people that there will be no repercussions if they provide their honest opinions.
Feedback shouldn’t be a rare or stressful event. Instead, it should be something firms do all the time to build relationships and convince others to trust them. Ideally, it should feed into the service and be integral to the initial offering (a bit like what eBay does).
Several firms are already working on ways to make feedback more normal, convenient, and accessible. For instance, the mass texting service, Text ‘em All is investing heavily in systems that enable businesses to survey customers via SMS. Instead of sending long forms to their email inbox, they can get quick and timely replies via smartphones for a range of issues, such as deliveries or product quality.
The idea, Text ‘em All says, is simple, but powerful. While advanced technologies dominate the headlines, businesses, it continues, can still derive value from simple texting via mobile networks. Online interfaces let users schedule mass texts while backend solutions make it easy to text between 5 and 50,000 people at once, getting messages out fast. These solutions also provide users with meaningful analytics, showing where survey deliveries failed or when people opt out.
These services even include automation features, Text ‘em All notes. Business account holders can program systems to respond to specific user inputs, eliminating the need to manually type and send messages from a business phone. Everything, the company says, happens in the background, with a high degree of customizability.
Top companies see the potential of SMS given the saturation of other communication channels. Brands know it’s vital for developing their talent, fostering collaboration, and driving innovation. They also know that feedback can be delivered in a way that is respectful, supportive, and empowering.
But what are they doing, exactly? Let’s find out.
Making Feedback Habitual
First, top companies are making feedback something customers get used to doing. It is becoming part of their sales process, instead of just something they tack on at the end. Giving feedback is normal and routine, automated at every level.
Successful companies will follow Text ‘em All’s advice. Brands will use the most impactful communication channels, such as SMS, instead of relying heavily on email or social media where customers are more likely to ignore their outreach efforts.
Top firms are also making feedback a regular part of their approach to workers. Companies are checking in with their employees regularly, and acknowledging their achievements, addressing any issues promptly. They also encourage their employees to give feedback to each other, as well as to their managers and leaders.
Making Feedback Actionable
Another trend is making feedback more specific and actionable. Brands aren’t just saying things like “You need to improve” or “Great job.” They are giving clear actionable steps to employees that they can begin implementing immediately.
Firms are doing something similar when it comes to their customers. Instead of relying on them to write sentences describing their experience of products and services, they are putting words in their mouths. For instance, they are asking things like: “How would you describe your experience today?” and including various options, such as “professional and polite” or “uncoordinated and confusing.”
Top firms know that customers are far more likely to provide responses if they direct them first. Responses are less likely if customers need to articulate how they feel or the problems they’ve had, restricting the flow of valuable information back to the firm.
Making Feedback Balanced And Fair
Top companies are also looking for ways to make their feedback more balanced and fair. Brands know that some customers will leave negative comments or refuse to pay no matter what they do. Therefore, they take a balanced approach, asking whether they can improve instead of assuming the “customer is always right.”
The most sophisticated firms enter into a dialogue with their audience, talking to them about the company-related issues affecting them the most. The goal is to build trust and loyalty throughout the feedback process while avoiding one-sided lectures or personal criticism.
Making Feedback Two-Way
Lastly, top brands are making feedback a two-way process. As markets become more complex, companies are seeking the most suitable customers for their processes. The goal is to transform their Pareto ratio from 20 percent of customers generating 80 percent of profits to one where all customers are equally and highly valuable.
On the employee side, they are asking questions and sending feedback on performance. They are also working with colleagues to set goals and monitor progress.
Essentially, following these processes means that companies can develop feedback cultures that drive performance on every level. As Text ‘em All points out, surveys are a particularly helpful addition. These enable firms to reach out and respond to contacts in novel ways, making it easier to build more information about where the company is weak and what it can do to improve its output.
If you want to join the ranks of top companies that are obsessing over feedback to boost performance, you can start by applying these strategies in your own organization.
