Victor Liu

“The opposite of love is not hate, it’s indifference.” -Elie Wiesel

What better way to start a Valentine’s Day post than with a cautionary quote about love? While the relationship between employee and customer feedback doesn’t quite reach the heights of romance, there’s something that can be said about the caution against indifference.

In addition to having a healthy work environment, having a sense of higher purpose plays a major role in how satisfied we are with our jobs. When you have a job that involves working with customers or creating a product for consumers, chances are, “making a difference” involves giving your customers a positive product and experience.

But what does this have to do with the cautionary quote above?

Employees should be able to see that they’re making a difference. One of the best ways to do this is to simply share and relay customer feedback. Seeing the impact of their day-to-day work from the perspective of customers is a powerful demonstration of the purpose and meaning of their jobs. It can be easy to lose sight of this in everyday busy-work, and access to customer feedback is a great way to make sure that they don’t fall into indifference.

Looking through comments from our users, we’ve seen time and time again how much employees love hearing what their customers have to say. Having access to customer feedback enables the conversation between employee and customer, establishing the real impact that they have on the customer’s experience with your company.

One recurrent theme in the comments is how much customer feedback humanizes transactions, allowing employees to build relationships with customers. Instead of mundane transactions with anonymous customers, customer feedback allows employees to hear customer appreciation and understand individual customer pains.

To make the employee and customer interaction most effective, the entire process of collecting customer feedback and reporting it to the employee must happen as close to the time of transaction as possible. Users love being able to see customer responses as soon as they’re completed. Being able to close the loop as quickly as possible reinforces the emotional impact of the interaction. Employees can witness, in almost real-time, how much customers rely on them.

Customer feedback shows your employees just how much of an impact they’re able to have on each customer. Show your employees how much their customers love them this Valentine’s.

Photo credit: Barb Steinacker