What To Do With Customer Feedback (An Approach That Could Lead To DISASTER!) @TenTonOnline

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Transcription:

What should you do with customer feedback? Specifically, when someone -- whether they're a customer or not -- tells you how you should be doing things, what products you should be selling, things you should change, and so on? While it's often coming from a good place, very often acting on customer feedback can be downright disastrous...but other times it can lead to big profits.

So here, let's tear all this apart and get a handle on what you can do with your customer feedback.

Now truthfully, acting on the advice and feedback of customers can lead to all sorts of problems, as I mentioned. So what we need to do is figure out who we should be listening to, how seriously we should be taking their feedback, and what we can safely ignore...

...and let's start with an email from one of my subscribers who offered some unsolicited business advice...

Someone on my email list emailed me this: "Bruv, I have been receiving your emails for years. Just wanted to say I would love to keep receiving your emails, however, please change the email design. It looks too informal. Make it look more formal. I understand what you're going for here but I am not your friend. I am your customer. Try to mix the informal style with some formality. Make the fonts better and add an image at least that relates to the theme of the mail. Messages are available for free on Pixabay. Your emails read poem-like. No, let them be full, normal messages. Let them look like normal emails not poems. All the best."

(what I emailed back: Hi [NAME], Incredible email, thank you! "Reads like poetry? Reads like it's an informal email sent from a friend? Totally relaxed?" High praise indeed, thank you -- that's EXACTLY what I'm going for. Perfect! -Geoff)

His email encouraged me to clarify and articulate precisely my approach with email.

Right off the bat, this guy isn't in fact a customer of mine...just someone subbed to my email list. If it came from a paying customer, I'd give their opinion more weight. If it was a repeat customer who I knew well, I'd give them even more weight, a close customer who I've known for years, tons of weight!

Now...I don't have customers, I have students. And my best students become close associates and even friends.

Is it semantics to make a distinction between "customer" and "student?" Maybe. But it's a very important distinction to me...so important, that I've pointed it out here.

Anyway, back to the main point here, as business owners, we need to be very, very, VERY careful about taking advice from people...even from our paying customers...

...and folks who are eager to offer their opinions about how we do things:

"You know, if you sold this kind of product, I'd totally buy it!"

"If you did things like this, I know you'd sell more!"

"I think you should change how you do this."

Maybe they're right...maybe not. But...maybe we don't want to do things that way.

When us business owners receive unsolicited advice, really what people are telling us is...

"Hey, do what you do, but do it in a way that I think would be better...do it my way...do it in a way that I'd prefer."

In my example a second ago about this person wanting me to change how I send email, what he wants is email in a format that he's expecting from a business...

...more formal as in, less personal, more stiff, more "corporate"...more BORING?

It's one heck of an assumption to believe that "their way" is somehow "better."

And it's quite presumptuous to think that I should change the ENTIRE format of my communications because ONE person on my ENTIRE email list doesn't like the formatting.

This offers us a deep insight into human psychology -- most people are self-centric and only see things from their own point of view.

After receiving this opinion about my email, I instantly wondered if they had any sort of data to back up their...

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