Use Customer Feedback To Support, Not Punish, Your Employees

Information about your brand provided by customers can serve as a valuable resource for building a leading Customer Experience platform, and the way you utilize this data can have a major impact on the culture within your organization. Brands should strive to be as receptive to customer feedback as possible, collecting a trove of information that can then be converted into tangible changes to the way your team interacts with consumers. This feedback can be acquired in several different fashions, including voice of customer survey and mystery shopping programs. While this data can help point out any glaring issues along the customer journey, leadership needs to use this data as a tool to further support staff members that are exceeding expectations, rather than utilizing the information solely as a way to punish those individuals or teams that are underperforming.

Employee turnover can be a costly aspect of any organizational structure, due to the time and resources it takes to locate talent and complete the onboarding process for new individuals. Thus, brands can enhance the value they receive from each employee they staff by creating a company culture that encourage long-term relationships with these associates. Customer feedback plays an important role in establishing this organizational atmosphere, because it is often the information that is used to determine whether certain employees are not performing up to standards. Too often, brands rely on the data provided by customer feedback programs as a tool to punish underperforming employees, rather than finding the positive aspects within the data that can be used to recognize employee achievements.

While leadership should retain the right use customer feedback as a source of determining and fixing poor performers, it should be equally utilized as a way to provide adequate recognition. In doing so, you are proving that great work does not go unnoticed, which can ultimately be a huge influencer in your brand’s employee retention rate. In fact, recognition is the top aspect that employees say will inspire them to produce above-average work, beating out higher pay, a promotion, and increased autonomy.[1] It is natural to fixate on the negative aspects of a customer feedback program, but it is equally as important for leadership to focus on the positive correlations displayed by the data you collect.

Creating an environment of recognition and support is vital to establishing an attractive company culture. Consider the Net Promoter Score® approach to customer feedback as a mirror to what your organization should attempt to accomplish for its culture. If your employees are willing to recommend your workplace to their friends and family, otherwise known as your organization’s eNPS® score, that is a good sign that your employees are consistently satisfied with the culture instilled at the leadership level. However, if most team members are not willing to recommend your organization as a positive workplace, then it is likely that your top talent will jump at the next opportunity that comes across their desk.

Customer feedback can impact several different pillars of your organizational structure. It can help quicken your sales journey process, improve the failing aspects of your Customer Experience and assist in fostering life-long relationships with customers. To become an industry leader, customers need to be satisfied with the value you are providing, but to achieve this level of customer satisfaction, you need to have a staff of consistently engaged and content employees. Utilize the information provided via these feedback programs as a way to recognize and support your employees, rather than only being a source of data used only to identify which employees to punish.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.


Second To None empowers customer-centric brands to deliver consistent, intentional and authentic consumer experiences.

We adeptly design and manage mystery shopping, compliance, engagement and voice of customer solutions grounded in strategic relevance, program integrity and actionable insights. Our solutions are developed on the basis of solid research and statistical science. We achieve success through a relentless focus on quality and innovation, consultative relationships and a talented team of professional associates.

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