She explains that most organizations haven't given much thought to how to solicit and deal with customer feedback. She encourages development of a customer feedback strategy that incorporates some or all of the following principles. No phrase is more dismissive to customers than to be told they won't be treated as individuals. Less than half of all customers with problems will tell you, so take advantage of the opportunity. Make it easy for customers to let you know how they feel.
Many organizations now give customers cards to rate their service and make comments.
Don't mislead and don't overpromise. Many organizations get in trouble because they use misleading or confusing advertising in a quest to attract customers. When you blame customers, they see it as a personal attack. Give front-line employees authority to solve the problem. Making the customer follow bureaucratic policies seldom provides timely solutions.