Compliments or Criticism
11. March 2009 by Bob Griffin.
Which is better compliments or criticism?
I know your “knee-jerk” reaction is to say compliments are best, but are you really getting all the information you need to improve your business? If you think about this for a while, you are going to be pulled in both directions.
A compliment is good for business. You can show it to your employees as a pat on the back and get them to feel good about helping customers. It can be used to help reward your employees for doing the right thing to get customers to feel welcome at your store. (This is Bulldog Rule #11). But, does it tell you a lot about what is really happening in your business?
Criticism is direct feedback that you can pinpoint where your system is broken (according to that customer at least). It is good for narrowing your focus and developing a strategy for rooting out problems before it reaches your customers. Or, as many owners do, it is a picky customer’s opinion that doesn’t mean anything.
What about the customers who did not say anything? The customers who bought from you and left. Those are the customers who I want to stop at the door and really know what they are thinking. Why didn’t they feel the need to say something - good or bad? What would make them react to our business and give positive feedback? You can’t stop them at the door so, what can you do to get some feedback?
If you really want to know what these customers think, offer them something to get them talking. By that I mean, just ask what they think. Giving them a chance to speak and have someone really listen to them is a powerful tool. Statistics show that most customers think that they will not be heard if they offer an opinion. Listen, ask follow up questions, and then thank them. If it makes sense, get their name and address and send them a personal note and a gift card.
You are going to have to have a system to track their feedback, so be ready with pen and paper or a form they can fill out. It is stunning how few companies have this simple way of gathering information. It shows in your customer retention (sales volume) when you offer an easy way for customers to speak up.
Every business owner has critics. The smart owners listen and act on the information. This does not mean react to the information. Reactions mean the customer is in charge. Taking action on feedback may mean not changing anything you do, but review your processes to make sure you are following your own standards. Customers can be wrong after all.
To give some focus to your feedback - good or bad - the best thing you can do is thank your customer and really think about what your customer has to say. Businesses that have been around for decades listen. Businesses that look for a quick buck are the ones dying out in these troubled times. Listen to your customers, thank them, and review the feedback. Be grateful they mention anything.