There has never been a time when customer feedback didn’t matter, but we are now in an era where customer feedback is louder, more plentiful and more multi-channeled than ever before. It is not something that is penciled in quietly on a postcard and then forgotten, but rather with the expectation that it is the start of a conversation and that it will be met in a personal way.

With so many forms of feedback available to businesses nowadays – surveys, social media, online reviews – it’s often hard to know which channel to focus on, and how to respond. Does a customer’s thoughtful and detailed review on a comparison site matter as much as an angry rant on Twitter? It can be hard to determine. What we do know is that there’s little we can do to shift the dial after the customer has left. However, one thing we can be certain of, is that the conversations we have directly with our customers matter most of all. When brands devote more energy to one-on-one interactions, they have less negative reviews to manage.

In our latest downloadable guide, we look at 5 key principles for customer listening programs:

  • Put the Customer Experience First
  • Collect Feedback in Real-Time
  • Know When to Ask For Customer Feedback
  • Have a Plan for Responding to and Managing Feedback
  • Make Feedback Visible Across the Enterprise

With effective, real-time, feedback management, customers benefit through a having a more ‘human’ service and employees gain a deeper appreciation of the value of their service actions. Read more here.

There is no one-size-fits-all approach to collecting customer feedback. However, it's not impossible to avoid the pitfalls of anonymous responses. Choosing a customer feedback tool that allows identifiable feedback in a supportive manner will greatly aid your support teams and improve the overall customer experience.