A recent study by Bain & Company revealed that 80% of companies say that they’re customer centric. The only problem with this statement is that only 8% of customers agree with this statement.

How can businesses be so off in their predictions when it comes to how their customers perceive them?  Reflecting on my own experience as a consumer, both in-store and online, I believe that it is due to the missed opportunities where they could have asked for customer feedback and didn’t.

eCommerce sites are the most common victims of this disparity. Owners of eCommerce sites have access to important customer information, such as contact info, purchase history, and preferences. So why not utilize that info to send an email which asks for feedback on a product that was just sold. It would help you sharpen your upsell offers, collect testimonials, and know what to test next.

Here are 5 ways to request feedback from customers and hone your customer service offerings:


customer feedback

Ask fewer questions:

Delta Airlines sends out a one-question survey at the end of all its CS calls. The question is: “Based on your interaction, how likely would you be to hire our agent as a customer service representative for your business?” All consumers are given a scale of 1-5 to rate their experience. Very effective! It takes 3 seconds or less to complete.


Be specific when questioning:

If you conclude your CS email with: “Can you give me some feedback?” we guarantee you won’t be getting a lot of responses. Instead, you need to think about the strengths and skills of the person your speaking with and ask for feedback on something related to his/her skills.


Send a personal note of thanks and follow up:

What do you do when you receive the customer feedback? Do you incorporate it in a product update or a policy change? If the answer is “no,” then you’re leaving brownie points on the table. Customers love to know that they were heard and their feedback is appreciated.


Don’t Try to Explain:

Trying to explain yourself when you have received feedback is a major blunder. End the note with a thank you and an incentive for the feedback.


Be prepared to respond outside of the script:

It’s hard to predict the answer unless you are a mind reader. If you’re used to scripted customer service calls, throw the script out, and just use your best judgment. Stay calm, apologize, and don’t interrupt the speaker.


About iRISEmedia

iRISEmedia.com is a web design, social media marketing, online marketing, and online advertising firm in Toronto, Canada. Our team helps clients increase their reach and profitability by developing and implementing customized and targeted online and social media marketing strategies. We service clients in Toronto, Ontario, the GTA and throughout Canada as well as globally.

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