Avoid acting on feedback at your peril

MIchael Ogilvie SUS-150501-092937001
MIchael Ogilvie SUS-150501-092937001

Businesses should start the New Year as they mean to go on when it comes to taking customer feedback seriously, said accountant and business adviser Michael Ogilvie.

Michael, a director with OBC The Accountants, warned that it’s not enough to capture the feedback, businesses then need to act upon it – or risk losing customers.

Top companies like Apple, Virgin Media in the UK and Ebay have all adopted a system called the Net Promoter Score where they ask the question: “How likely are you to recommend our company – on a scale of one to 10 – to a friend or colleague?” Anyone giving a score of less than six should be contacted to find out what the issue is so that it can be sorted to prevent it happening again.

Michael said, “The thought of losing customers is frightening so why would you treat customer feedback as anything other than a critical business issue? It can be scary and difficult to manage which is why it’s unusual to find businesses that are really committed to customer feedback.”

Top tips to start driving behaviour in your business from customer feedback are: commit to capturing and using customer feedback to drive change in your business; work out how best to collect customer feedback using the Net Promoter Score; contact those people who give you a score lower than six; change what your business does to increase your scores.

“It’s one thing to look at feedback but if no one acts on it then it is unlikely to work. If people are not keen to recommend your business, then it means fewer sales from them, reduced revenue and reduced profit so avoid feedback at your peril,” added Michael. Contact Michael on 720555 or mo@obcaccountants.com