Improve Customer Service with Customer Comment Cards
By Marge D. Hansen
January 26, 2004
Customer comment cards are an important tool to providing good customer care. When customers share specifics about their shopping experiences, it helps you evaluate if the store is successfully meeting their needs and expectations.
A glowing compliment confirms what you are doing right so that you can maintain what is good. Negative statements provide an opportunity to improve the store, evaluate staff training and resolve negative issues before they become big problems. They also hold you accountable to your customer.
Many managers respond to negative comments with a note acknowledging the customer's remarks. Some even include tickets to an upcoming exhibit or other tangible item as an effort to restore goodwill.
When customer comment cards are available, feedback increases. Stack cards neatly near each cash register. Customers who are uncomfortable with face-to-face encounters can express their dislikes and opinions without confrontation.
Provide a postage-paid card so the customer can take the form home and send it back later. Include a space for name, address and phone number if you'd like to be able to respond.
Below is a sample customer comment card to use when creating one for your store.
Marge Hansen is a freelance writer based in Lafayette, CO, who frequently contributes to Museum Store magazine.
Sample Customer Comment Card (PDF)
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