If you don’t want to know what your customers think about your service… then you are already out of business. In this economy there is one last magic straw (available to all but surprisingly avoided by most) and that is customer service! The company that pays attention to what customers are saying has a huge advantage over those just worried about margins and profit. The dollars are important but when the customers are unhappy consistently… profit suffers and the business dies. I know, this is not rocket science! Still, a lot of companies shy away from feedback for one reason or another. Maybe because it’s too painful? Surgery is also painful and scary but if it keeps a person alive, ask them if it was worth it. Maybe customer feedback through a professionally designed system seems too expensive? Check-ups also cost money (and we’re more than willing to push dollars at anything negative that turns up). The truth probably is that we’re not ready to deal with any problems that may surface. And that could be the biggest problem of all. That could be the ultimate cancer for any business. Knowledge and action are imperative. You should always know where you are strong (and keep pushing in that positive direction) and you should always know where you are weak (to protect and correct as soon as possible). And, I know what you’re thinking right now: “I already know our company’s strengths & weaknesses so why should I subject myself to a banal reiteration from some crazy customer who doesn’t understand all the complications we face?” Short answer: I bet you don’t. Long answer: yes, I bet you do have a grasp on the big picture complications but many of the little things (that can mean a LOT to consumers) wouldn’t even cross your mind. I know. I’ve been surprised myself many times. Things look different on the other side of the shopping cart (for rational customers even- I’m not talking about the insane ones). Customer feedback coupled with company action is golden and impossible to stop. It’s almost too simple really but… I do understand the difficulties.

The first stumbling block comes in the form of function. How do you get that all-important feedback without being intrusive or spammy? How do you get the happy customers to tell you why they’re happy and how do you get the unhappy, but polite (and sane),  customers to explain why their experience with your business was not good but could have been made better?

The solution I’m endorsing is Power Reviews. The free 30 day trial is definitely worth it… it’s not like you have to give a month’s worth of business gold back. And really, that’s what this is: gold. It’s the life blood of any company. Those that ignore it die and those that appreciate it and act on it thrive. This situation reminds me of a funny story I once heard… an employee was complaining about his boss to the owner and the owner said “You’ve got it easy! You only have one boss to worry about while I have to cower to every customer & potential customer on our books!” The truth is, the customer is the boss. Yes, the firing process is a tad slower but it’s just as painful. Get your checkup, find out what the real boss has to say, fix the problems and make some money! It’s a win-win and everybody will be happy in the end.

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