Step 3: Engaging and Communicating with your Customers
Advantage encourages you to lead discussions with your customers on their feedback to make sure they feel engaged in the process and that you understand their feedback and your opportunities. In fact, this is a key behavior of best-in-class companies.
First, thank them for taking the time to complete the Advantage survey and for providing feedback on your company. Explain to them that you have listened to their feedback.
You have digested some key themes which you would like now to discuss and refine for how you might improve.
It’s essential that you keep the discussion focused on the feedback coming from their entire organization and not from them specifically. Do not challenge the feedback or ask them to explain why they ranked or rated you in such a way.
Remember, when your customers complete the Advantage survey, they’re not ranking your company, but providing an assessment on a one to five scale for relative performance to other companies. For a productive conversation, stay focused on themes and feedback, not scores and ranks.
As you commence dialogue with your customers, use this opportunity to have conversations that will help you both improve your business relationships.
An example discussion around a single practice might include questions such as:
How can we improve on this practice over the next 12 months?
Is there a competitor that is doing something that we can learn from?
Are there any ways in which we can go further to give you an even better experience?
Are there any other people in your organization we should be discussing improvement opportunities with?
What does success in our relationship at this practice look like to you over the next year?
Do you have any other feedback or suggestions for us?
Remember to stay objective and to speak your customers language, put yourself in their position and try to see things through the lens of their business priorities and objectives.
If you don’t know what these are, now’s a great time to ask.
By collaborating with your customers on your action plans, they’ll also become invested with you and will naturally start seeing you as a more engaged partner.