To find out how the agency is perceived by customers requires continuous monitoring. Detailed perceptions can be obtained from a complaint log, a compliment log, and through a satisfaction questionnaire. Another method of measurement is 'naive listening' - a personalized, simple, and direct method for receiving customer feedback. Allow customers to tell you their perceptions without any coaching. Do not show prejudice or become defensive. Just listen and note their answers. Try telephoning one customer per day using the following script to find out how an agency rates:
Hello Mr./Ms. Client, this is __________ (your name) from __________ (the agency's name). As one of our valued customers, are you willing to answer three questions for me so we can serve you better?
Open-Ended Questions
- How do you find the service at _________ (your agency)?
- What can we do to better satisfy your needs? (Here you may want to say, Beside price, what can we . . .)
- What services would you like us to offer in the future?
Follow-Through Action Steps
Consolidate the notes after one month and continue to do so monthly. Identify deficiencies as expressed by customers. Identify trends of repeated likes, dislikes, or suggestions. Next, recap information by category and distribute to all relevant peers and departments. Third, challenge each other to find creative solutions to work out problem areas and create new services to meet consumer demand. Fourth, identify a reward system and/or build a recognition strategy for team, department, and individual positive efforts. Fifth, publish the results and corresponding action plans with copies to co-workers and clients. This indicates that you take customer and employee input seriously and are doing something about it.
Naive listening will boost internal morale, customer satisfaction, sales, and profits!