Part of a successful business is to take the good with the bad, understanding what your customer’s wants is important in ensuring that you are in the know. At times a business will receive negative feedback – regarding the type of customer service they received or a product that was not as advertised.

            According to RatePoint, which provides customer feedback, email marketing and survey tools, “every day millions of consumers flock to the Web to read and share reviews about businesses. Research indicates that more than two-thirds of consumers today refer to online reviews and ratings before making purchase decisions from on or offline businesses.” They further state that, “staying connected and communicating with customers can help you build loyal and lasting relationships.”

            In addition to feedback via online methods, having suggestion boxes at your place of business is another effective way to get feedback, also one on one communication with your customers – if a customer has a negative experience, talking to the customer directly and obtaining the full story would be helpful and shows excellent customer relations. If you are not present at the time, instruct front line management to always obtain a name and a way to contact the customer directly and try to connect with the customer even if they are not available within twenty-four hours of the complaint.

            The Customer Experience is a phenomenon that can be controlled, according to Right Now, a website dedicated to Customer Experience Management, “Every call. Every email. Every chat. Every customer interaction is an opportunity to deliver an exceptional customer experience. Because it’s the first step at creating customer retention.”

            It is key that a business owner look at every step of the customer service experience through the eyes of a customer, not just as a business owner. Being able to do this will ensure that you will be able to provide the best possible customer service experience for your clients and in turn gain a loyal following.