Page 34 - CUST SVC TEXTBOOK 2020

Unit 11

Obtaining Customer Feedback

11.1 Importance of Obtaining Customer Feedback

Organizations usually spend time and money to obtain customer feedback. They can do this
either through their own marketing staff or outsourcing the job. No matter how the feedback is
obtained, companies usually would like to find out:

- customer's needs, tastes or style
- what is important to their customers before they introduce new products

- if their service meet their standards compared to others on the market

- how company staff treat customers

- market trends

11.2 Ways to Obtain Customer Feedback

There are many modes to get customer feedback:

1. Face-to-face

- Walk-in customer
2. Oral

- Telephone

3. Written
- Letters

- Response cards (feedback)

- Suggestion forms

4. Online Surveys
- Emails

5. Social Media

- Facebook

- Twitter

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