Inviting customer feedback sounds like the right thing to do. However we know that when a colleague says “Joe I want to give you some feedback”, our nervous system responds in ways similar to when we are under attack! We are programmed to defend. Be prepared for a myriad of excuses right across the organisation that point the finger at others, that explain things away and that serve to maintain the status quo.

Even if you accept that feedback is “learning” you also have to accept that “learning = change” (if nothing changes then it is not learning). If you ask for feedback then do nothing with it, be prepared, it may be the motivation for your customers to leave.

Hence, test your ambitions. A Voice of the Customer project has to be viewed as a change to the way we do things. If fear of resistance from others as a result of feedback is holding you back then you have to question your real motives and ambitions.

Your Voice of the Customer programme will throw up a whole load of rich assessments. Before looking to industrialise the collation and interpretation of feedback, share a sample of customer verbatims with people at all levels in the business and, from this, craft a vision of the future in a clear and simple manner.

Test this with all employees (not just your peers or executive team). The message should ring true for everyone.

This post is an excerpt from our latest Briefing Paper:

The vast majority of organisations realise the importance of listening to their customers. Many have programs in place to increase customer interaction and improve the customer experience. With the link proven between customers who are happy with their service and increased orders, building relationships with customers should be a top priority.

When implementing customer experience improvements such as Voice of the Customer programmes, employees need to be informed and interested in the project as they are key to delivering the customer experience. Josh Bernoff of Forrester research comments: “From a marketing perspective, not keeping your staff updated on what your customers think of you is about the dumbest thing you can do and can undo all your hard work”.

It is essential to share the findings of a Voice of the Customer program with the right people in the organisation. This not only to ensures all matters are followed up but also employees can see their efforts making a difference.  Members of staff like to know that what they do affects the end customer in a positive way. Technology projects, when properly planned and implemented will take care of themselves, the focus needs to be on creating a cultural change throughout the organisiation.