With today being election day in the United States and the chance for record turnout at the polls, I’ve been thinking about response rates. More specifically, I’ve been thinking, how can we achieve record-breaking turnout from customers who have been asked to participate in the feedback process?
Here are a couple things on my mind:
- According to Gartner only 5% of companies tell customers what actions they plan to take as a result of their customer feedback. This suggests that organizations are not taking advantage of the feedback process as a way to engage in conversations. This process should be a conversation starter. Two way communication is necessary, especially if you want your customers to continue sharing their thoughts with you.
- Hearing from the right people and hearing from enough people are the top obstacles sales and account management professionals mention regarding the customer feedback process. Overcoming these obstacles is one way we can further engage this audience.
- I once heard someone say, "Tell them. Tell them again. And then, tell them what you told them." I’d make one slight modification to this and say,"Tell them. Show them. And then, tell them and show them again." Actions speak louder than words and until customers can see that their vote counts, improving response rates is an uphill battle.
Note: This post was originally published in Customer Connection on 11/4/2008.