Customer Feedback ? What , Why , Never !!

I am a customer of two of the largest private sector banks, one PSU bank, largest credit card company , some insurance companies, public utility companies , telecom companies and one thing is common in them ;  

NO Companies have asked me for any feedback ever or for last many years.  

I visited one recently open but popular restaurant and along-with the bill there was small crisp feedback form. Now everything happened precedent to the feedback form was almost perfect. Ambiance, food quality, customer service, attentive staff, clean & perfumed washrooms, food on display , presentation, menu card , light music & including valet parking etc.  Barring a few elements which could have made the experience delightful , everything was perfect. 

After a near perfect show when they are asking for feedback they are aware that they have done their best however still wish to know where they misused and open to improvements. They are aware they are living in times of Zomato. 

Companies those who know power of social media have stared improving their customer experience. However likes of some (no, many many) companies mentioned on top of the blog still think that they are doing good without even seeking customer feedback. 

Customer feedback is not only the MOST powerful tool but is the business critical tool. It tells you whether you are meeting the expectations for whom you are in existence. Jeff Bezos , customer experience champion CEO of Amazon.com, says " don't just listen customers, understand them." How would you do that without asking them? 

Customer feedback gives great insight, it makes customer feel you care, and acting on the feedback certainly adds value to the business. 

When the enterprise is concerned about feedback they will perform well in the first place and even if they have failed somewhere they will know from the feedback. Customers' anger will also dilute after filling the feedback form.  

When was the last time your enterprise has taken customer feedback? No excuse for B2B companies.  

RAQs in the world of FAQs

Yes we all are used to FAQs. Today I came to know of the term RAQ and realised it is these set of questions that are critical for everyone. 

An entrepreneur will always ask what the ROI of any initiatives is. He will rarely ask irrespective of ROI whether it is critical and important for the enterprise. 

As a citizen we always ask our politicians and leaders what they have done for us. We rarely ask ourselves whether we have fulfilled our duty as a citizen.

Venture capitalist and PE investor will always ask about ROI , EPS & Valuation but they will rarely ask what is the employee satisfaction level of the enterprise.

To a potential job candidate employers will always ask what the past experience is and what has been achieved till date.  Candidate will rarely be asked what he can do that can change the fate of the company for better.   

We always ask in our customer feedback form about how the company has fared on select parameters. We rarely ask them whether their expectations were met by the efforts of the company.

Asking RAQs will make us think about RTIs (rarely thought ideas). 

Converting RAQs in to FAQs is the real challenge and that is what truly differentiates winners.  

Feedback Can Transform Valia the Don to Valmiki the Sage

All Indian readers must be aware about the Valia to Valmiki story.

In short the story is : d Don Valia was looting the people in his area , one day sage Naradji asked him - for whom are you doing this anti social things. His reply was - for his family. Naradji asked him to check with his family whether they are partner in his wrong doings? Family refused to bear the fruits of his wrong doings. That made d don Valia to think for whom I am doing these activities. And that thinking turned him to great sage known as Valmiki. Rest is history. 

Most companies can be compared with feedback less Don Valia. Thinking they offer great value and customer services to their customers and all stake holders, however they are not aware about what their customers and stake holders thinking about them. Neither they care to talk to them. 

When was the last time your company took customer feedback?  Feedback which is relevant and asking right questions affecting the customers. Your employee policy, CSR activities, social and anti social activities (tax evasion and pollution) , suppliers policy and customer experience design. Everything requires great insight and feedback from the stake holders. Unless companies have them & act on them, they live in illusion and spreading great social unhappiness and stress. 

Feedback and action on feedback is so important that it can make or break and even set stage to transform the companies. Periodic feedback is not only essential but its a compulsory practice. Is your company practicing it?