Feedback About Me is Really About You…

We’ve spent over five years focused on feedback, and along the way, we’ve participated in every feedback program we come across.  We’ve taken every survey, fielded every call, and attended interviews.  In almost every case, the same mistake is made.  The feedback I’m giving to you, shouldn’t be about you – it should be about me.

Let me say it again:

When you ask me for feedback, the focus should be me.

The most common mistake we see in feedback programs is that the person asking for feedback mistakenly acts as though HE is more important than the client he’s surveying.   The feedback programs are very ego-centric, rather than client-focused.

Feedback requests should be primarily for the benefit of the person giving feedback.  If there’s nothing in it for them, you won’t get much feedback, and what you do get will not be of good quality.  You also miss a HUGE opportunity to build lasting loyalty and commitment from your client.

So, how does one ask for feedback for the benefit of the person you’re asking?

1. Keep it SHORT. You are taking time from your clients when you ask for feedback.  Show them that you respect their time by not wasting any.  Ask only what you need.  If some feedback collected suggests further attention is required, THEN you can take some more time to discover and respond.  Ask no more than 5-7 questions.  Take no more than 2 minutes.  Respect their time as if it’s your own.
2. Don’t wait until the END. If you collect feedback at the end of a project / service, how is the client helped?  Get feedback EARLY and OFTEN, before the work is done.  The client will know you have a chance to respond, adjust, and deliver the final product in a better way, before it’s too late.
3. Stay FOCUSED. Their feedback tells you about their needs and expectations – so ask questions that bring this to light.  Avoid questions to which the answer gives them no benefit.  ”How do I compare to competitor XYZ” would be a good example of a bad question.  There’s no way to answer in a way that helps me.  Questions such as “How did my responsiveness match your expectations?” lets the client provide course correction – or praise – so you can adjust your responsiveness to a more fitting style, customized for that client.
4. Follow Up. If you ask, and they respond, do something about it.  Let them know how their feedback is going to help you help them.  Responding in a way that returns immediate results will create an ecosystem of constant feedback, adjustment, communication – and long term loyalty.

“So what about me?” you may be asking.  That’s where a system for collecting feedback becomes critical.  Collect feedback in a consistent way, in short doses – but get a LOT of it.  Over time you will build a vast history of performance and effectiveness, from which you can glean countless insights into you, your staff, and your company.

If you want to be client-focused, be sure your client feedback sends the same message!