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How to turn negative feedback into a positive for your business

13 January 2020 Jodi Ford
Jodi Ford

In today’s digital age, numerous platforms exist for customers to review you and like it or not, customer power is something all businesses need to embrace. With this thought, I want to talk about one tool in particular that can help you leverage both positive and negative feedback in your business.

The majority of businesses use Facebook and Google to ask for feedback from their customers as it provides exposure to what customers have to say about your services. The downside is the negative feedback that you receive on these platforms is visible to everyone, but when you use a Net Promoter Score (NPS) survey, you have an opportunity to listen to your customer’s feedback and potentially change it before it ends up online. 

  1. Incorporating NPS tool into your processes 

There’s no better way to enhance your business services other than having a direct conversation with your customers. If you’re not familiar with NPS, it measures the willingness of your customers to use or recommend your services on the scale from -100 to +100, with the world average across all industries being +50. Essentially, if you have heard or seen a question asking about your experience – that’s the NPS survey question. 

We decided to use this tool at Coronis all the way throughout our customer’s journey – from their very first point of contact through to when their journey is complete with us. Since it’s not as visible as other platforms, your potential customers most likely don’t know about it. However, without it, the only way you’re going to learn about your customer’s dissatisfaction is when you receive a negative review online or when your client leaves your business. 

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  1. Why real estate businesses should use it 

The most influential companies in the world are using this system, but we found that not many real estate agencies are utilising it in their services. Customer service is the backbone of the real estate industry, so by gathering such valuable feedback we can demonstrate to unsatisfied clients that we care, that we want to improve, and we want the best outcome possible for them, which in return, increases their trust in us. 

When we implemented this system into our business four years ago, we started with a rating of -27. Today, we have one of the best scores in the industry at +48. Over the years, we noticed an interesting trend in the responses: the feedback we received through NPS that wasn’t resolved translated into negative Google reviews. So by focusing on all NPS responses, we have been able to catch and resolve negative feedback directly with our customer before it goes online, which is crucial for the online credibility of your business.

  1. Utilising your NPS feedback 

A NPS system allows you to establish a process to deal with negative feedback and stop it from spreading online. Training your leaders to effectively communicate and obtain the best outcome from the conflict is the most important part of using such a tool. When we receive survey results, the negative responses are sent to the leader who calls the survey respondent directly to listen to their feedback. Your customer wants to be heard, so give them that opportunity. 

NPS enables full transparency within your business and assists you to identify key areas of service you can improve either through new systems, programmes or innovation. It can also act as a benchmark to understand where your sales agents or property managers need to improve their skills around customer service through better training.

By Jodi Ford, Coronis property management director

How to turn negative feedback into a positive for your business
Jodi Ford reb
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