Many businesses are struggling to overcome negative and permanent online reviews on Yelp, Google, TripAdvisor, Glassdoor, etc. And they’re wondering why customers and employees go online vs. giving feedback directly. The answer is simple.
Giving feedback online is easy. Giving feedback directly is harder, for many reasons. No one wants to be the person who complains. Feedback is likely to be received with a defensive at worst and explanatory at best response, and who really wants to deal with that? At work we fear we’ll get “in trouble” for giving feedback, etc. etc. I could go on and on.
Customers go to Yelp and Google when they either don’t have an alternative or after they have provided direct feedback and didn’t feel heard. Provide customers an easy method of giving feedback and they won’t need to go to Yelp. This is true for your employees too.
If you want your customers and employees to give you feedback directly instead of blasting you online when they’re unhappy, make it easy to give you feedback, regularly.
Here are four ways to help prevent negative online reviews and improve the data you get from customers and employees:
- Ask customers and employees for feedback regularly. Don’t wait until the end of the year or after a service has been provided to ask for feedback. Ask for feedback during the customer’s experience. Ask employees for feedback every 90-days.
- If you’re going to send online surveys, keep them short. Never ask a customer more than five questions, and two is better. Ask a version of, “What are you appreciating about your experience? What could we change on your behalf?” What else do you need to know? Too many businesses send exhaustive and exhausting surveys to customers after a service has been provided. It’s unrealistic to expect customers to complete 30+ survey questions. Keep it short. You’ll see better response rates.
- Call 10% (or fewer if you have thousands of employees and customers) and ask for feedback. It’s such a rare occurrence to receive a phone call asking for feedback, it’s an immediate loyalty and relationship builder.
- Don’t request a positive score on a survey. Sending a survey and asking for a certain response type is a turnoff. Uber drivers who ask me to rate them a five never get that rating. The best way to get an awesome rating is to be awesome.
Ask for feedback early and often, and make it easy to give. P.S. And no anonymous surveys – a topic for another day.
If you want to freak out the people you work with, tell them, “We need to talk.” If you really want to freak them out, say those four magical words on a Friday, or even better, the day before someone goes on vacation. “We need to talk” is rarely followed by, “and you’re awesome.” People know bad news is likely coming, and they’ll inevitably be on edge.
The antidote to asking for time to talk is to create opportunities to give feedback regularly.
There are many reasons giving feedback is hard. One of them is we wait too long. Something happens. We know we should address it, but we don’t want to. So, we wait to see if the behavior is really ‘a thing.’ Then it happens again. And now we know it’s ‘a thing.’ But we still don’t want to address it. Then the situation gets really bad, and now we have to say something. The conversation then takes 90 minutes, is painful, and everyone goes home unhappy.
Here are two keys to make giving feedback easier:
Giving feedback strategy one: Debrief everything. Do a quick plus/delta a regular basis to assess how things are going. Plus – what went well? Delta – what would we change if we could/what did we learn?
I recommend doing a quick debrief at the end of important meetings, hiring processes, projects, and when anything changes. Conduct a short debrief when you have staffing changes, gain or lose a client, launch or eliminate a product or service, etc. Change is an opportunity to evaluate how you work and to make adjustments.
When you debrief important events, you tell people that feedback is important and that it’s ok to be candid. Conducting regular debriefs also gives employees a chance to practice giving feedback, which is a hard skill. And like anything, the more we give feedback, the easier it becomes.
Conducting short, regular debriefs is one of the easiest ways to learn from the past and become a more candid culture.
Giving feedback strategy two: Schedule five to fifteen minutes each week to talk as a team and with direct reports. When you know you have time each week to talk with your manager, direct reports, and team members, you never have to ask for time to talk. Issues don’t build up or linger. Breakdowns and frustrations are discussed within of few days of their occurrence, and no one is worried that bad news is coming at their end of their vacation.
The key to being effective at giving feedback is to give feedback regularly. Short, frequent feedback conversations are much more effective than infrequent, long conversations that everyone dreads and leaves feeling exhausted and demoralized.
Debrief everything meaningful. Meet with people weekly. Ask for and give feedback as things happen, and watch your culture change.
