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If You Ask For Customer FeedBack, Then Listen & Stop Sending Promotional Material
I recently had an interesting experience with a large scale retailer, that is yet unresolved, at least in my opinion. I'm waiting to see how it plays out, but thought it was a good example of how asking for feedback can find the issues that are falling through the cracks within your company.
I received an email saying my online account with the company had been compromised, and as a precaution, they locked my account and cleared my saved payment options. They provided a link to reopen my account and change the password. While it looked authentic, I am always hesitant to take the emails as legitimate.
I went to the company's website (not through the link in the email) and found that not only could I access my account easily, but my settings were not changed at all. Out of an abundance of caution, I changed the password and removed anything that could potentially get in the wrong hands.
I called the toll free number, which led me through a long, drawn out, unclear path to be transferred to someone who might be able to help me. Once I found the right combination of numbers to press, the call was transferred. All I heard was some silence and the call disconnected. I did this two more times with the same result. Okay, I guess they don't want to talk to me.
So I went to the website to fill out a contact form on the website. This went unanswered for two days. On the third day, I received an email from the company asking for my feedback. They wanted to be sure that my issue was resolved and the customer service I received was satisfactory.
I was happy to provide feedback, including all of the information on my journey to have a simple question answered, and explained that as of the time of the survey, I have not received any information from their company.
Now, I'm waiting to see how long it takes the feedback to filter through and someone reaches out to try to help me - or not.
At first I was frustrated getting the feedback request when I have yet to receive another response. I felt like one hand (the feedback team) didn't know what the other hand (customer service) was doing. Then I realized this may very well be an automated system that sends out feedback requests within x number of days from the request, assuming that the issue would be resolved, or at least on its way, by that point.
If customers share feedback like I have, this is useful to companies.
First, it ensures that all issues are being addressed with customers. By receiving the type of feedback I provided, the company can look for trends to identify why issues may be falling through the cracks, where requests are being routed and which are being resolved vs not resolved, and do better.
Second, it gives the company a second chance to do good by the customer. I am hoping for a response from the company within 24 hours after leaving feedback; trying to stay positive, though if my issue wasn't addressed quickly, I'm not sure why I think someone will respond promptly to the feedback I've left.
It's a good experience to serve as a reminder to pay attention to feedback surveys. Reviewing them in as real time as possible is the best way to manage customer complaints while maintaining quality control over the customer service provided.
I will return to this story once it has time to play out. I am hoping to return with positive results... ... ...
Unfortunately, as of today a week later, I have not gotten any type of response, and my issue remains unresolved.
However, I have received several emails from the company, alerting me to specials, new products, and other promotional material!!
I guess this is one issue that will go unresolved. I'm left to wonder if there are people on the other side reading the responses to the feedback surveys, or if this is just too busy of a time for them to properly staff that department. Perhaps they only look at the quantitative data without reading the comments?
At any rate, it's been an interesting experience, and one that drives home my point about using follow up with feedback/inquiries/complaints to make sure there are no issues going unresolved.
This is a good example of what can happen if there is no quality control in place within a customer feedback department, and a good reminder for companies to continually review their processes in this area.
Kathy -
You have a great deal more patience than most people.
Because the uncertainty of this company's lack of customer responsiveness and identity protection concerns would cause some customers to just delete their account.