The best way for an organization to create a productive feedback system is to turn the input of employees and customers into clear priorities, measurable actions, and steady learning that leads to continuous improvement in their performance. In order to achieve that, many organizations are developing a feedback system that uses the input of employees and customers to assign responsibility to those people who are able to make changes.
However, developing a productive feedback system is easier said than done. Most organizations struggle to develop a productive feedback system because they tend to focus on collecting large amounts of data rather than creating a process that provides actionable information and makes sure that any improvements are actually successful.
In order to develop a productive feedback system that provides timely responses, creates a sense of accountability among employees, and measures the effectiveness of any improvements made as a result of the input of employees and customers, organizations need to create a culture of continuous improvement and accountability within their organization. A culture of continuous improvement and accountability can be achieved through the creation of a feedback system that continuously collects the input of employees and customers, analyzes that input, and then uses that analysis to create clear priorities and measurable actions that lead to continuous improvement in performance.
1. Define Exactly What Your Organization’s Feedback System Is Designed To Improve
Any type of feedback system is more likely to be productive when it is tied to specific business decisions that need to be made. Organizations that are unable to define exactly how they intend to use the input of employees and customers to influence business decisions will likely find that the input of employees and customers become nothing more than a formality.
When organizations tie the input of employees and customers directly to specific business decisions that need to be made, there is a more direct relationship between the input received and the actions taken based on that input. Organizations that clearly define exactly what their feedback system is intended to improve are also less likely to confuse employees and customers regarding what aspects of their performance need to be improved. For example, a complaint about how quickly something was delivered is fundamentally different from a complaint about how well something was explained.
2. Collect Feedback At The Right Times
Timing is far more important than quantity when it comes to collecting feedback from employees and customers. Feedback collected immediately following a critical business event typically provides far more accurate insights than a survey that is distributed weeks or months later.
To determine the right times to collect feedback, organizations need to identify all of the times during the life cycle of a customer that they interact with the customer. These may include times immediately following onboarding, after a customer service representative has assisted the customer, immediately following delivery, and immediately following a customer’s decision to renew. Each of these events will provide the organization with information about different issues related to the customer’s overall experience.
Good feedback systems balance both structured and unstructured feedback. Scores can help an organization track trends over time, while brief written comments from customers provide explanations for scores.
3. Turn Signals Into Action Through Triage And Ownership
Feedback only leads to positive change when it is directed into a clear path for action. Creating that clear path for action requires triage: sorting the input from customers into themes, levels of severity, and levels of urgency. Ownership also needs to be explicitly defined. If a theme receives no assignment of responsibility, it will continue to be reported by customers until some action is taken.
In addition to triaging the input from customers, organizations also need to ensure that fast responses are given to customers who report serious problems. Customers who report serious problems expect a response that includes a plan to address the issue.
4. Close The Loop And Provide Evidence That The Changes Made Were Successful
Feedback systems must demonstrate to customers that action was taken as a result of their input. “Closing the loop” involves providing the customer with an update on what actions were taken as a result of their input, and demonstrating to the internal stakeholders that an action was taken.
In addition to closing the loop with customers, organizations should also measure the success of any changes made as a result of the input from customers. If a change did not produce an improvement in a relevant metric, the feedback system should consider this a learning opportunity, not a failure. Over time, the feedback system will build credibility with employees and customers, and employees and customers will be willing to share their feedback with the organization knowing that it will be acted upon and lead to meaningful improvement.
Conclusion
Creating a feedback system that is effective in driving continuous improvement requires purpose, timing, accountability, and evidence-based results. The most effective feedback systems are designed to collect input at the right times, turn the input into prioritized actions, and measure the success of any changes made as a result of that input. When a feedback system is developed into a discipline, not a routine, organizations will be able to move faster and avoid wasting resources. A well-developed feedback system is a competitive advantage for organizations because it takes real-world experiences and translates them into proven processes that lead to continuous improvement.
By Business Scoops.