Acting Is Just As Important As Asking

A study conducted by Gartner Group shows that 95 % of all European organisations gather data from their customers. So if you buy a car from a dealership, deposit money with your bank or make a call with your cell phone, it is very likely that the companies involved will later ask for your feedback based on your activities with them. Which is of course good … isn’t it?

It would be good if the companies put the information to constructive use. The problem is that the study also shows that only 10% use the feedback they gather to improve their services, practices and customer offers. Why waste your and their own time gathering information when they don’t put it to use?

For those of you who see that the true value of information gathering is in fact the possibility to create real change and improvement based on the knowledge gained, QuestBack makes it possible to easily conduct follow-up activities. QuestBack recommends creating short, frequent surveys related to customer processes. After you have analyzed the information and decided what to do, make sure that your customers are informed of the changes and improvements that you are planning on implementing. Use the Follow-Up functionality embedded in QuestBack to send out follow-up surveys or information to specific groups or individuals. Respondents will feel that their interests are truly being taken care of and will be more likely to respond to future surveys if they feel that their opinion really counts.

We at QuestBack call this Ask & Act, where both elements are equally important.