Use these customer feedback forms as a general template and tailor them to your individual needs.
By providing customers the opportunity to express themselves, it shows that you value their opinions and want to improve the product or service that you are offering. Taking this initiative can begin to build better relationships with your customers. Even though you cannot please everyone, you can use their comments as tools to build a better business or organization.
Feedback forms can also help you gather marketing information. With targeted questions such as “Where did you hear/learn about us?” you can get a sense of how customers are finding your business or organization. Also, by providing a space for them to leave contact information it enables to you contact them with future promotional materials such as newsletters or discount offers.
By providing a feedback form you are providing an immediate outlet for dissatisfied customers. The act of writing down comments on paper has been known to neutralize a lot of this emotion, preventing them from conveying their experience onto as many people. If a dissatisfied customer leaves their contact information it is important to follow-up with them so that they know that you have taken their comments to heart.
Did you know that a customer who has a negative experience will tell 12 other people who in turn will tell three others? You now have 48 people who have heard something negative about your business or organization because one person was dissatisfied.
When implementing a feedback system, take the time to plan out a strategy. Know what it is that that you want to learn from the customer and have a process in place to deal with both positive and negative feedback. If you get feedback from even a quarter of your customers but do nothing with it what have you learnt? And, by doing nothing you have devalued your customers opinions. Some simple guidelines are:
Be simple and concise. Be clear and to-the-point with your questions. Keep questions straightforward and easy to answer. It should not take a customer more than a minute or two to complete your feedback form.
Make it easy to find your forms. Your customers should not have to ask for a feedback form, and if they do they are less likely to fill one out. By placing your forms in easily accessible locations you will receive more valuable feedback.
Let your customers know how to return cards. Be it a drop box or a staff member, have a designated place for feedback forms to be turned in to you.
Acknowledge your customers time. When a customer fills out a feedback form and leaves contact information for you, take the time to acknowledge their comments. This is especially important for customers who left negative comments. Adding a personal touch to a response such as a handwritten note is a memorable gesture and could even see a dissatisfied customer return again.
Although feedback forms are a valid and effective means of getting feedback from your customers, do not let this replace having verbal conversations with your guests about their experience at your business or organization.