Every company has a formal way of evaluating customer feedback. A customer provides inputs by filling out a preformatted form. Many companies that I work with have a decent score. Though this is good news, the company does not find any improvement opportunities with such feedback.
Imagine that you have planned a dinner with your family. You drive to the restaurant, find a parking space, wait for a table to get vacant, order food, eat, pay, and leave. How would you respond if your feedback was obtained at each step?
A possible scoring sheet may look something like this:
Parking - 3
Waiting time for table - 5
Menu - 8
Waiting time for food - 6
Taste - 8
Cleanliness - 9
Service - 8
Pricing - 8
The average score could be 56/8 = 7. What do you think would be your rating? If you like the food and service, you will rate them 9. The averages do not work. The customer values some of the elements more than others. Also, people remember the high points and low points and not the individual moments.
If the company objectively evaluates the individual 8 points, they can do a lot to enhance the customer experience. For example, valet parking can eliminate parking woes. Disney's employees interact with the visitors while they are in a queue. Also, a lot of interesting information is displayed. It makes the waiting time bearable. The restaurant can employ similar strategies.
When we include these additional elements, the overall customer experience is enhanced. Of course, what the customer values most needs to be first taken care of.
Subodh
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