Customer Feedback – It’s Your Business

Written by Chloe Albrecht, sales assistant intern

We all remember the epic rant of Jack Nicholson’s character in the film A Few Good Men. The phrase, “You can’t handle the truth!” is part of American culture.  Hearing the truth, in many instances, is what compels and pushes us to make necessary life changes. In business, truthful feedback from our clients, and our reaction, plays a great role in determining our success. We want to be successful in life and business – so maybe it’s time to defy the words of Nicholson’s character and courageously face the truth head on.

The words ‘client feedback’ might send shivers down the spines of some; however, it is essential and beneficial for any business to listen. Turning a blind eye to inefficiencies or poor customer service is detrimental to a brand and its reputation. There are few  downsides to gaining the input and suggestions of clients, and many positives, consider:

  • Constructive Feedback: Negative feedback allows businesses the opportunity to evaluate what’s not working and improve. Mark Elliott, president at Spark, believes that negative feedback is important to successful relationship building. “Our goal is always to build long-term relationships and willingly receiving all feedback, especially negative feedback helps us build solid foundations and relationships that are based on honesty and trust, ” Elliott said.
  • Props: Positive feedback helps to boost your brand and the things you are doing right. George Dennis, CEO of TV Ears said that clients’ stories of positive experiences with your business can help you identify selling points and your unique value.
  • Sends the Right Message: Clients appreciate your effort and the fact that you are listening. “Customers drive our business and the better we listen to them, the better our business will be,” Elliott said.
  • Relationship Benefits: Clients are reminded that you genuinely want to improve your relationships. According to Client Insight Inc., this also lengthens time and opportunity for referrals.

The benefits of pursuing client feedback are too numerous to list here. Client Insight Inc. points out the organizational effects of feedback, especially including the message to employees that their work is valued – is significant. It helps ensure a positive work environment.

With all this said, it’s important to remember that client feedback doesn’t mean anything unless you respond and take action. Responding could mean improving in certain areas that need attention and emphasizing others. In order to get the most candid information from clients, an anonymous online survey could be used.

In the end, the challenge is yours to actively search for the truth in the words of your clients. You can handle it!


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