We got a Lands’ End catalog this year that had a special note inside. They told us they were sorry about some fitting issues with their products. They outlined what they had heard from customers and what they were doing to correct the problem.
In so doing, they reaffirmed their customer-centric business and confirmed they were indeed listening to feedback. We’ve talked before about encouraging customer input to your business. Don’t forget to take action on what you learn!
They Aren’t The Only Ones
Remember when you were in school and the teacher always said that if you have a question, odds are others in the class have the same question? Well, feedback to your company is the same way. For every message you hear from a customer, there are also individuals with the same message who don’t contact you.
When you discover a problem in your business after hearing customer feedback, make a public announcement addressing the problem. This informs all your customers–not just those from whom you heard–that you recognize the problem and you have plans to correct it.
Fix customer-identified problems quickly and keep the channels open for more feedback on your corrections. You’ll create an iterative loop where customer feedback can make your businesses more successful.