What Customers Think – The Good, Bad, and Ugly

By Jim Stiles, CEO

For quite some time now we have run a program of generating surveys for a quick response from our clients asking if they were satisfied with the product and service they received on their last order. The feedback we received has been excellent and we greatly appreciate the responses. Sharing positive feedback with the staff goes a long way with helping to keep our staff positive and letting them know their hard work pays off. Recently, in a large survey response we were overwhelmed with positive feedback which clearly showed we are the BEST supplier in the industry. Well, I am a realist and understand no company is that perfect. We are all still human and not SUPER Velocity Print Solutions who can print at the speed of a bullet, bend steel with our paper cutting machines, or even stop a locomotive to make a job happen on time. There has to be clients who did not feel fully satisfied with our services. Unfortunately, not all clients are willing to say so and it is those I worry about. After all, if I just gave positive feedback to my son and never commented on how he might improve on something how would he ever learn?

I am sure that not all clients are comfortable complaining to the business because perhaps they feel their complaints will fall on deaf ears or they will be labeled as a complainer or perhaps it just wasn’t worth the trouble. One big thing stopping negative feedback I’m sure is that the client does not want to throw a sales person or customer service representative under the bus. To that point, I do not know of many professionally run companies who hang staff from the rafters if a little professionally presented criticism came in from a client. Any business needs criticism and constructive feedback to grow and improve their products and service levels. The little things matter. Did we keep you informed through the process? Did you have to wonder at any point where your job was or when someone would get back to you? Was the invoice timely and accurate? While it is just fantastic to receive positive feedback it’s really the small things that possibly annoy or take up your time that a survey is trying to unearth and provides the most valuable feedback to a company.

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