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Eliciting Customer Feedback

Why Feedback is essential

Research has revealed that many companies rate their customer service higher than what customers actually rate them! Such overconfidence can be disastrous. To avoid this situation, gaining customer feedback is essential.

The When and How of Feedback

Customers today deal with many different products and services over a short period. They do not have the energy to really think through each interaction in detail. Occasionally, an exceptionally poor or good interaction will make them pause. Otherwise, they couldn’t care less!

When to get feedback has only one answer: as close to the interaction as possible. As for how, ideally, the feedback mechanism should be very simple and not demand a lot of time from the customer.

Using feedback well

An ideal smart query technology based system facilitates this by allowing users to rate the answers that they receive immediately. Managers can easily check reports to see if any answers have a low user rating. This will help the business to analyze the reasons for a poor rating and give staff the appropriate training they need.

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