Businesses rise and fall based on their ability to understand the experience and expectations of their customers. This is why so many businesses use customer comment cards to get immediate feedback.
Organizations spent the time to assess their customer’s experience to help them manage customer satisfaction.
There are several ways to obtain customer feedback – focus groups, customer satisfaction surveys, and text analytics.
However, the main goal of a customer comment card process is to capture the customer experience when it is fresh in the customer’s mind.
Many organizations develop products and services based on what they “think” the customer wants.
But the only way to truly know what a customer wants is to ask them.
Develop feedback tools to help you understand those things that are important to a customer and then build an assessment tool based on those expectations.
For example, many organizations will conduct a customer focus group to determine detailed customer expectations.
Once you learn what the customer likes and dislikes, you can then create a tool to measure your ability to meet those needs.
A customer comment card should be brief, to the point, and focus on those things that are most important to a positive customer experience.
The goal is to get the customers to fill out the form without asking them to make a huge time commitment to the process.
So the fewer questions you can ask to get the information you’re looking for – the better.
Example Customer Comment Card
This is an example of a customer comment card template that can be formatted on any word-processing software.
When customizing, insert specifics about your organization, i.e. are you a dry cleaner, restaurant, or auto repair shop?
For fun, add your logo and a special font that represents your organization.
Keep comment card questions brief to encourage participation.
Keep comment cards anonymous to protect the anonymity of the person completing the comment card. Unless of course, the customer wants someone to contact them.
Provide a stamped return address on the back of the card so they can easily mail the card back.
If you need help formatting or customizing your card, go to Canva to create a fun and free design of your comment card.
Other Things To Consider
- Customer comment cards should be easily accessed by the customer. Some common places comment cards are available are in waiting areas, on dining tables, a business lobby, or anywhere that a customer would naturally visit.
- Have a comment card box close to where the cards are displayed for easy card returns.
- When comment cards are in public areas, you can expect to get some cards returned that may not represent someone’s true thoughts but may be a practical joke. These can be easily identified.
- Make sure you check your comment card boxes on a regular basis, ideally daily, so you have time to perform service recovery if needed.
- Valid issues should be addressed immediately.
- Create a database to track your comments so you can watch for trends over time that could identify a systemic issue.
- Finally, this is one of many tools that should be considered when putting together a comprehensive customer service strategy.
Use all available tools to help ensure you are accurately hearing the voice-of-the-customer.
If you prefer a digital approach, there are many tools you can use to gather this information. Google Forms is a great free tool!
If you would like to learn more about customer satisfaction you might be interested in this book: Measuring Customer Satisfaction and Loyalty.