You Can Ask Twice For My Feedback!


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Here’s a statement I never thought I’d write: the other day, I had a fantastic customer experience from my telecomm provider.

It was so good, I don’t mind outing them; it was Verizon Wireless.

The customer service agent quickly solved my immediate problem (enabling my wife’s phone for international roaming after she’d already arrived overseas). The agent then enabled us to have unlimited data while she’s overseas (critical for her so she can use e-mail and not break the bank) for a minimal fee. Best of all, and not at all related to my call, she noticed that the monthly rate from our 10-month old contract was outdated and more expensive than their current rates. So she reduced our monthly rate going forward.

It was truly outstanding service, provided in a friendly and helpful manner. The kind that creates loyal customers who advocate for the brand.

The only thing is, I haven’t told Verizon about it.

They did give me an opportunity to provide feedback, and I declined. Why? The solicitation of feedback was made at the wrong time.

Before I got to speak with the agent, their phone system asked me if I’d stay on the phone after the call to provide feedback about the experience. Because it took me so many button presses to actually get to where I was going in their menu, I was so worn out that I said “no”.

But now that I’ve had that shining service, I’d love to tell them.

I understand this from a process point of view: Customer calls; then customer navigates the menu system. Once that’s complete, before sending the call to the agent, interrupt the customer to ask if they’ll stay on after the call to provide feedback. Then connect to the agent, then collect feedback.

I’m sure many people agree up front to provide feedback. I’m also sure that many don’t.

And why let this be the only opportunity to collect feedback? Verizon knows my e-mail address. In fact, the agent sent me a follow up e-mail immediately after the call so I’d have rate information. Why not solicit my feedback using that channel after the first solicitation failed?

If you have a multi-channel feedback system, don’t let the choice of channel be bogged down by your business processes. A key feature of multi-channel feedback is that the channels are all available to allow your customers to contact you how they want, when they want.

So why not create processes that give you more than one opportunity to get the feedback that can be critical to improving your business processes or to reinforcing those that are working well?

Are you already soliciting feedback for the same event over multiple channels? If so, please share that with us.

Republished with author's permission from original post.

Gary Schwartz
Gary Schwartz serves as senior vice president, Marketing, at Confirmit. He develops applications of Confirmit's online survey, analysis and reporting platform and drives product development. He speaks regularly at customer feedback, CRM and other industry events and was awarded Best Case History at the ESOMAR Congress in London in 26.


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