Web Surveys 101

Although the Twitter talk has slowed down some, there's still a lot of buzz around how organizations should use Twitter as a resource for customer service, customer feedback, lead generation, etc.

How are you using Twitter?

I think Twitter is a great way to collect customer feedback. I'm still unsure about using Twitter for customer service, because if you do it wrong - it could really hurt your organization's reputation. Make sure you evaluate whether or not it even makes sense for your product. But the most important thing organizations need to understand when it comes to social media is that the conversation is going on - whether you're a part of it or not. It doesn't matter if you have customer survey software and conduct customer questionnaires online or off. The internet has made sharing information with peers so easy, of course it's going to happen and you need to monitor it. Ignoring potential feedback because it's not within your chosen method (ex. surveys online or feedback forms within your restaurant or store) would be silly. With that in mind, don't ever try to control the conversation, customers will not appreciate it and will likely kick you out of the conversation.

So how do you manage feedback and not let it spiral out of control? (See this post about Motrin Moms or #AmazonFail on Twitter for examples.) That's a great question, and I'm not sure anyone has a one size fits all solution. Social media doesn't have a one size fits all solution, each organization needs to figure out their own strategy. For how you deal with feedback, it's the same. You need to set your own rules for what requires action and what does not. My recommendation is if your share of the conversation is small it may be beneficial to take part in as much of the conversation as possible. This means when someone says something both good and bad about your organization. But do not over react to bad feedback. If you get bad feedback, maybe there's a process you need to look at and fix or it's just that someone doesn't like you. If you get bad feedback that you think is unfair, try to follow up in a non-defensive way to understand the problem so you can fix it. Chances are if you solve the problem, you'll receive praise for it, not more hate. Social Media users tend to share the good feedback as well as the bad, which flips the belief that significantly more bad news is shared than good. There's still an imbalance, but it's getting leveler.

My point: Twitter, and other social media platforms, are a great source for customer feedback for customer service feedback to product feedback to any other type of feedback. These resources should be included in your tool box.