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Marketing Manager - France
If you type “how to respond to negative customer feedback” in a search engine, you will find no shortage of results. However, tips for handling positive customer feedback are fewer and further between. This is unfortunate, as you should be able to respond to any kind of feedback—regardless of its nature. In this article, we share 3 tips for handling positive customer feedback.
Gathering customer feedback is an excellent method for determining your company’s strengths and weaknesses. It can also serve as a management tool positioned at the heart of your business, particularly in the case of incoming positive feedback that can be used to boost team motivation. Have you ever wanted your teams to know how well they are performing with respect to customer satisfaction? Sharing this positive feedback with them directly will build up their morale and incentivise them to invest even more in their work. Feedback at the local level will carry even more weight, as it will reflect on their personal efforts. The primary problem with positive feedback is that companies do not often know how to handle or highlight it.
Even if you think a simple “thank you” is not worth sharing, the truth is that it can be vital. Positive feedback is not the end of the cycle—it necessitates a response from you. Why? Your clients have taken the time to sing your praises, and so the least you can do is to give them a few words in return. They’ve given you a piece of their precious time, and so you should be able to do the same. This also presents a good opportunity to continue the conversation with your satisfied customers, and possibly convert them into active promoters of your brand.
Avoid email templates and canned replies. Your clients are not dim-witted. Impersonal replies ring hollow with them, and could risk disappointing customers who are already genuinely satisfied with you. Your response should reinforce their satisfaction, or at least sustain it. So when you respond to positive feedback, instil a sense of proximity by repeating, for instance, in-context details such as keywords used by the client, or even certain information you’ve recorded via your CRM tool.
Example: "Hello Harry. Thank you for taking the time to send your feedback. I was thrilled to learn you had such an enjoyable time with us, and I hope you will return very soon." – Olivia from Customer Service
Whether the feedback you receive is positive or negative, be sure to always thank your customers! This is a good practice for customer relationships in general. It is important not to forget that feedback represents valuable time your customers have spared for you. It is therefore natural, at the very least, to thank them for it. This is even more so the case for positive feedback, since your customers are expecting nothing in return. This input is key for learning your strengths and elevating morale amongst your teams. So encourage your customers to press forward by responding to and thanking them.
As we have previously indicated, customer feedback is an excellent tool for managing teams. If you have already implemented this sort of approach inside your company, now take the opportunity to convey it to your customers. Show them that their praises are being shared across your teams, and that this sort of feedback truly serves to inspire them. In addition to reinforcing customer satisfaction, this will encourage them to continue offering such feedback, since they will feel heard and understood.
Example: "Hello George. Thank you for your kind words. Our team appreciates it very much. As a matter of fact, we’ve even printed and posted it inside our breakroom. Please have a look at the attached photo. We look forward to seeing you again very soon." – Emma, Bicycle Store Manager
Although companies are gaining an understanding of the challenges of dealing with customer dissatisfaction, this is unfortunately less true of positive feedback. Responding appropriately to positive comments requires customizing the interaction, as nothing is more counter-productive than an automatic reply. So think to thank your clients for their time and show them that you are sharing their feedback internally among your teams. Don’t hesitate—try putting these tips into practice today!
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