Most companies proclaim in the mission statement that they listen to the customers. The toll free numbers, walk-in counters, dedicated email address, blogs are proof of its commitment towards listening to the customers.
However, not many listen and act on the feedback. Majority of the companies introduce products or services based on their years of working in the industry (I call it gut feel), casual opinions from focus gropus (participants are paid to talk right?) or by suit wearing consultants flow in for the job. Interestingly, Soothe Spa is one company that didn't use those approaches. Proabably because spa owner, London Elist doesn't have any gut feel or money to pay focus group participants or hire consultants. Instead, she uses a simple technology to her advantage. She listens and acts on the feeback.
"After an appointment Genbook sends an e-mail to the customer asking for feedback. One client wrote that Soothe's salon beds were too hard, so Elise added more padding. Another client said the rooms were too cold, so Elise adjusted the thermostat. And after one woman wrote that the wall paint in the salon's bathroom looked shabby, Elise enlisted a painter to give the walls a new coat that same week.
"Our clients are participating," says a giddy Elise. "It's what I always wanted."
This approach enables London Elist to invest in areas (padding, wall paint) that are most relevant to the customers. Sometimes, limited resources eg. money is a good thing.
I can't recall the last time a company I patronises send me an email.
Can a Malaysian company out there take up the challenge (and send me an email or a sms)? Boleh,tak?
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