The Value of the Post-Sale Customer Experience in the B2B Industry

You’ve given them countless product demos. Made executive trips to their headquarters. Answered their questions on Saturday mornings. Invited their European team out to dinner.

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Customer Feedback - Bulletproof Customer Service Tip #4

Some problems are going to get away from you, and that's okay. Just do whatever you can to make sure whatever it is doesn't repeat itself. The key to that is customer feedback.

There are all kinds of ways you can learn what your customers think of your operation: email, forms on your website, social media, review sites...today, there are at least a dozen ways your customers can have direct contact with you. When it comes to good reports or commentary, you'll want to make sure everybody can see it. The bad experiences, however, should be able to be reported in a more direct manner. If someone's issue is persistent, it's best if they are prompted to send an email or call on the phone, instead of tweeting it.

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Customer feedback is one of the best ways to gauge the way a certain aspect of your company is performing. You might feel you know where your strengths and weaknesses are, but you may also gain another perspective entirely if a number of your customers all begin to point out a flaw which you didn't know about. On the other hand, these responses may highlight a strength you never knew you had which you can then capitalize on.

It's not easy to grade your own customer service program. It requires taking an honest, and sometimes unflattering, look at your policies. Luckily, your customers can give you the insight you need, good or bad, at no extra cost. 

Guest Bio: Emily has been writing about customer service issues for many years, and currently writes on behalf of the call center software specialists at Kova Corp.  In her spare time, she cheers for Spirit of Atlanta, Carolina Crown and Phantom Regiment, creates her own sodas, and crushes tower defense games. Follow her on Twitter at @Emily2Zen

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