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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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25Responding Positively to Negative Feedback

“We’d better take care of our customers, or someone else will.”

—Gary Richard, President and CEO, P.C. Richard and Son, Inc.

It wasn’t long ago that responding to customer feedback was a straightforward exercise. Customers would phone a call center, fire off an e-mail, or offer in-person feedback when they sought to contact you with a problem or weigh in on the quality of your products or services. That, of course, is a bygone era. With the proliferation of social networks, customer review sites, and the growing number of discussion boards used by companies on their own web sites, millions of customer opinions are floating around cyberspace at any given moment. Monitoring what’s being said about you ...

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