How many surveys are enough? Business professionals are asked for feedback from many, if not all of the companies they work with. Unfortunately, few are actually seeing results that make the time required to provide feeback worthwhile. This leads to feelings of fatigue when the next survey request is received. So what can be done about feedback fatigue?
As businesses grow, they create distance and complexity between themselves and their customers. Creating a system to listen to customer feedback is generally an easy case to make, but often falters when people attempt to use the feedback results. What started as a well intentioned customer listening process can quickly turn into an internal exercise – one that pads executive bonuses, gives employees a nice pat on the back, and encourages employees to get back to business as usual. Ironically, customers are often left wondering WTF?!
For me, feedback is a double-edged sword. Don’t ask, and you risk losing customers without knowing why. Ask too often, and your company can be bucketed as a time-waster.
At the end of the day, feedback is essential to improving business performance. However, the company asking must be ready to listen and act. There are many challenges to consider before asking for feedback. Let’s discuss a couple of them.
Key Feedback Challenges
Customers see little benefit
Business professionals are busy. Surveys must respect their time in two ways: 1) ask the minimum number of useful questions, and 2) take action on the feedback that customers share. At a minimum, customers deserve to see the unfiltered results.
More data is sought over insight
Surveys capture data. If you’re able to connect the dots in a meaningful way, insights can emerge. Depending on the amount of data and its relevance, uncovering these insights can take many days, resources, and/or skilled expertise. Organizations should focus on gathering meaningful insights, which may mean gathering less data.
Resistance to change
As humans, our confirmation bias seeks data that we agree with and discounts that which we don’t. Given the many variables that can go into collecting feedback, using transparent and proven methods are the ultimate defense against employees looking to poke holes in what customers are trying to share. Give everyone the same visibility and feedback can answer more questions than it raises.
With most challenges come opportunity, and this case is no different. The problem is not that companies ask for feedback. The problem forms when every company asks for feedback at every interaction. This trend is inwardly focused and pushes the customer out of the equation until they are unwilling to participate. As a business community, we need to evolve. Here are some ways to zig while the herd zags.
Feedback Opportunities
1. Standardize surveys around the customer’s experience
Standardize a small set of high-level questions (~6) around your customers’ key interactions with your business. Ask these questions consistently over time, so customers become familiar with the process and can share their most recent feelings about the experience. As this high-level reveals insights, you can drill down on the details with specific customers and questioning – either through surveys or more personal methods.
2. Make feedback transparent
In my mind, transparency has three levels: 1) keep employees openly informed on customer feedback, 2) communicate unfiltered feedback results to customers so they feel heard and are calibrated on the results, and 3) share unfiltered feedback results with prospective customers and investors to instill confidence in their buying decision. When all stakeholders are working with the same information, the business world operates more efficiently and productively.
3. Aggregated data drives focus
When employees have their head down responding to customer demands, it becomes easy to get in the weeds. By aggregating the data, you take a holistic view of the trends rather than hearing only the loudest voice. This brings focus to strategic priorities, calibrates employee actions with the big picture, and makes transparent sharing more constructive.
The more that customers give of their time and feedback, the more they expect to see in return. If your business surveys customers, or is considering doing so, make sure the organization is ready to respond. With more action, feedback can provide value for all parties and is nothing to be fatigued about.
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