"We had some complaints, yet, all-in-all, we loved it!"
- Anonymous
Of what do all businesses wish they had more? How do businesses improve most effectively? What do companies spend thousands, up to hundreds of thousands of dollars trying so desperately aggregate?
FEEDBACK. Compliments, complaints, suggestions, insights... heck, anything that can help!
Why is it that so many companies struggle to get quality information? Does it not make sense that people would want to give their feedback and improve the services or products that they spend money to acquire?
DISINTEREST. Lack of desire to listen, learn, listen, implement, listen, examine, listen... and listen! (hint: most just do not listen)
2 DEGREE SUCCESS STEP: Companies will tell you that they do not get meaningful feedback. I might suggest that they do not have meaningful relationships or respond with meaningful questions.
When someone says, "Your product sucks. It does not do what I want," the question is, "what did you want it to do?" Maybe the user does not know how to do it properly or just needs a different version. The quality is still there - just unforeseen.
When someone says, "It is to expensive," the question is, "Why do you say that?" No need to defend value, no need to ask what they think it should cost. Seriously are you going to convince them it is worth the price or discount it to meet their suggested price? No. So, ask "WHY?" LISTEN to what they have to say, then give a response based on your expertise and experience.
If you do not ask questions that allow people to VENT - even if they are wrong - then you are not getting feedback. You must be willing to ask the difficult questions, LISTEN, admit if you are wrong, be willing to make changes (or explain why you will not), and allow your people to have an EMOTIONAL INVESTMENT in your business, by allowing them to have a voice that shapes it.
Even if you never plan to make a change -KEEP ASKING QUESTIONS AND LISTENING! You never know when someone's "bitching and moaning" (as some companies perceive it) will give you the competitive advantage of which you have been dreaming!
Cheers,
Zach
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