ents filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more imp

Some companies track a monthly ‘complaints and compliments ratio’ for each branch, store, department, country or station. This approach has a fundamental flaw. Here’s why:

A complaints and compliments ratio encourages staff to actively avoid or suppress written complaints from customers. After all, every written complaint will impact the ratio to their disadvantage.

For example, if your station gets 3 compliments and 0 complaints, and my station has 6 compliments and 3 complaints, whose station has a better ratio? Yours has, of course.

But which station is gathering more written feedback from customers? Which station is harnessing more input, suggestions, responses and reactions for detailed review? Mine!

I agree that staff should do whatever they can to satisfy customers right away, but they should also encourage customers to write down and submit their comments quickly and easily.

This real-time ‘voice of the customer’ feedback should be circulated widely within the organization and carefully studied by all departments. Such direct input can provide valuable insights and better understanding of current, and changing, customer expectations.

When comments filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more impo

all, every written complaint will impact the ratio to their disadvantage.

For example, if your station gets 3 compliments and 0 complaints, and my station has 6 compliments and 3 complaints, whose station has a better ratio? Yours has, of course.

But which station is gathering more written feedback from customers? Which station is harnessing more input, suggestions, responses and reactions for detailed review? Mine!

I agree that staff should do whatever they can to satisfy customers right away, but they should also encourage customers to write down and submit their comments quickly and easily.

This real-time ‘voice of the customer’ feedback should be circulated widely within the organization and carefully studied by all departments. Such direct input can provide valuable insights and better understanding of current, and changing, customer expectations.

When comments filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more imp

n feedback from customers? Which station is harnessing more input, suggestions, responses and reactions for detailed review? Mine!

I agree that staff should do whatever they can to satisfy customers right away, but they should also encourage customers to write down and submit their comments quickly and easily.

This real-time ‘voice of the customer’ feedback should be circulated widely within the organization and carefully studied by all departments. Such direct input can provide valuable insights and better understanding of current, and changing, customer expectations.

When comments filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more imp

kly and easily.

This real-time ‘voice of the customer’ feedback should be circulated widely within the organization and carefully studied by all departments. Such direct input can provide valuable insights and better understanding of current, and changing, customer expectations.

When comments filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more imp

ents filtered through managers replace direct commentary written by customers, subtle nuances may be lost. Don’t let this happen to you.

Instead of a complaints and compliments ratio, try using a ‘comments from customers ratio’. With this approach, gathering bountiful customer input is more important – and rewarded – than suppressing customer complaints.

Key Learning Point
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Written feedback from customers is priceless. It gives you unvarnished input you can study, circulate and discuss. Instead of penalizing your staff for complaints, praise them for actively seeking input and ideas from the folks who know you best - your customers.

Action Steps
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Design a small, attractive Customer Comment Card that is simple and easy to use. On one side print `Thank you for letting us know' with a blank area for their comments. On the other side, provide space for your customer's name and contact information (optional).

Place the cards where customers will easily find them: on counters, in packaging, etc. Give cards to all staff members and encourage them to seek out customers' comments.

Track the volume of written input over time. Run a contest to increase the flow. Set a standard for the minimum number of customer comments each month.