To The Entrepreneur and Small Business Owner: Know and Track Customer Issues

The frontline talks to your customers every day. On a regular basis, sit yourself down and ask them to identify critical issues.

Do more than listen, write down the issues and assign someone to take care of the major ones. Then personally reach out to customers to understand – at a greater level of granularity – what is happening, so you know what to do about it and fix the issue.

This is simple, it works, and it puts your skin in the game. When you let your company and customers know of your direct understanding and involvement in resolving issues, it will have an impact.  Set the standard and be an example employees will emulate.

Beyond the conversations you have with the frontline, give them some sort of tool to track and trend issues. By doing this, you have an immediate “hand on the throttle” management device for steering your company.

As you track this feedback month after month (and year after year), the trends will help you understand your customers’ needs  in more detail. Most importantly, this type of discipline will let you take “real time” action on resolving issues that may be sending customers away.

I know that everyone wants to survey their customers – but really – we’ve exhausted our customers with the mass that goes out with no apparent action that follows. If you must survey to get that statistical data we all crave, you will find that it validates what you will have already found out by trending and tracking customer complaints and issues. In fact, if your survey is telling you new things you don’t know – you’re too distant from your customers – and in a most precarious position in your relationships with them.

4 comments to " To The Entrepreneur and Small Business Owner: Know and Track Customer Issues "

  • Hi Jeanne,

    Thank you for sharing sound and practical advice. It is true that some companies get a bit carried away with surveys.

  • […] — customer experience expert and author of “I Love You More Than My Dog.” See the original post this is adapted from and more like it on her […]

  • Cameron E.

    Interesting post. We currently have a broad range of tactics to measure urgent needs like this and as a customer experience manager I always generally hear of these major problems that could turn customers away in the heat of the moment from the frontline either in person or via email to close the loop. We do certainly find survey information invaluable however and at times, do find useful insights which would otherwise be hard to come by.

    Can you elaborate on the tidbit about giving the frontline some sort of tool to track and trend issues? Do you have any examples or recommendations software, survey, etc.? I would appreciate it! Thanks for the post!




    • jeanne

      Hi Cameron
      We first did this at Lands’ End back in 1983. No system necessary. We spent a bit of time talking to the front line to get a set of ten categories or so. Then we just gave the phone folks a piece of paper with the categories on it. they used a pencil and did fence posts and we collated each month. It’s ok to start simple!

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