Every day in companies around the world people sit down in meetings and decide today’s the day that they’re going to get serious about collecting customer feedback. Lots of earnest discussion follows, agreements are reached, actions allocated and heads nod in full agreement. Everyone leaves full of enthusiasm.
Flash forward 18 months (sometimes less sometimes more) and many of the same people are sitting around the same table. This time they are lamenting that “this customer feedback stuff obviously doesn’t work in our industry / country / customer base / organisational structure / [insert suspected third party excuse here]. Zappos, Amazon, Apple and the rest must have some other secret sauce; lets dump this and try that new technology I read about last week. That will solve our customer problems.”
How did it come to this? Where did all of that excitement go? [Read more...]