Shopfront: Feedback - the most effective business tool

Shopfront

Chris Wilkinson asks just how good is the service in your store? Do you really know what customers are thinking - more importantly what are they telling their friends?

Too many retailers don't ask the tough questions, missing vital opportunities to realigning their business with consumer expectations.

Developing an efficient feedback system delivers accountability and builds goodwill. With minimal investment this should be your most effective business tool.

It all starts with the right questions and format. Keep it simple, dividing the content into performance scores from one to 10 for key performance factors like speed of service, staff knowledge and store cleanliness.

Develop a second section with open-ended questions to get more in-depth answers in the customers' own words. Finally, include an option for reviewers to leave their contact details should they wish.

If you are unsure how best to develop your questions visit neighbouring businesses and pick up a selection of feedback forms for ideas. Fast food, car service and home improvement stores usually have these near their check-outs or customer service areas.

Print your feedback forms on cards that can either go into photo packets or be placed on the counter. It's important that customers have multiple opportunities to use these.

Don?t forget to include a web link too and reproduce the same content on your website. Develop auto-responders acknowledging receipt and more personal follow-up systems to manage follow-up.

Businesses that implement feedback systems are often surprised by the level of positive responses they receive. This opens new opportunities for staff recognition and incentives to maintain momentum.

The overwhelming goal in customer service must be to get things right, first time, every time. Knowing there is a system in place to monitor performance is a powerful catalyst to ensuring this happens in your store.

Take the challenge and develop your feedback strategy now. You'll never know just what your customers are thinking - till you ask.