Learning from customers.
WHEN TO ASK
After a purchase or a job.
WHAT TO ASK
Something specific and answerable.
"Was there anything we could have done better?"
Better than "how did we do?"
WHY THAT WORDING
It gives permission to be critical.
Most customers will not volunteer criticism unprompted.
WHAT TO DO WITH THE ANSWERS
Fix what recurs Tell the customer what you changed
THAT SECOND PART
Telling a customer their feedback changed something produces substantial loyalty.
WHAT NOT TO DO
Ask and do nothing Defend against the feedback Ask so often it becomes a burden
WHERE TO CAPTURE IT
Wherever is easiest for them. A message, a call, a short form.
WHAT TO LOOK FOR
Patterns, not individual opinions.
Three customers mentioning the same thing is a problem.
HOW OFTEN
Routinely, as part of completing work.
