The Value of Customer Feedback
Let's imagine the following scenario: Max has invited his friends over for dinner. After work, he pops into the supermarket on the corner to get all the ingredients he needs: cheese, fish, bread, some olives, and two bottles of wine. Once back at home, Max sets the table, puts the wine in the fridge, and looks forward to a delicious dinner. When his friends arrive, they are surprised at his choice of food, and the general mood sinks. His friend Peter is vegan, Clive has a gluten intolerance, and Frank has not been drinking alcohol for a few weeks. Quickly checking with his guests about their likes and dislikes could have avoided all this disappointment. It would also have shown his friends that their well-being is important to him.
What is true for Max and his guests is also important for companies and their customers: market and customer requirements are subject to constant change. Customer feedback is therefore essential to find out what customers think about a company, its products or its services, what they like, or what they dislike. Whether customers or guests: those who are satisfied are happy to come back. Actively requesting customer feedback is therefore also an efficient way of retaining customers.