Feedback is Different from Echo, it's More Like CPR

A couple of days ago I posted a reflection on feedback, to which I received important... feedback. Yes, comments and all other conversations you have with readers, audiences, and customers or clients, are filled with information you can capture and learn to use to your benefit.

As I stated in my opening paragraph, the problem with feedback is that we rarely know how to give it, and seldom learn how to take it.

Stephen Denny was first on the scene with the "Inside the Actors' Studio" moment concept on exit interviews. He wrote:

"...your point about giving and receiving feedback reminded me of a company that routinely did employee opinion surveys where everyone gave high marks because those who didn't were routinely found out and moved on. As a result, there was no honesty -- only fear. I think we have to decide what we want to hear, honestly, and then what to do once we've heard it."

CK took the time to report on a conversation (well, sort of) she had with an ISP provider:

"So an ISP calls me a few days after I bought a domain to 'get my feedback' (which it did) and to sell me on a privacy service (which it didn't, tho' they tried to scare me with the 'your identity could be stolen' pitch.) They asked me if I had any questions...which was great. And then they asked me what I most like about their service...what was 'the best thing' about them they wondered.

'But I've only had your service for 3 days, so I don't know what I like best,' say I.

'But I need to fill-out something on this form,' says he.

It was then that I told him that that was my answer--and was feedback that could truly help their surveys. Ya know, give a girl some time to try the service...and then ask that question."

Mark Goren pitched in with a series of questions of his own. I promised I would look into a case study of a company that takes feedback seriously. I'm an optimist, and I would love to enroll your help. If you know of any, tip me here, please. Mark said:

"Feedback goes both ways and I'm sure that the answer to your question 'Do you really want to know' is a 'no'. In many cases, at least.

First of all, not everyone (or business) has skin thick enough to take the negatives. Maybe they're asking to be nice. I'd love to see a real case showing how a company responds seriously to its feedback.

Are they blogging, accepting comments and responding to them honestly?

How do companies that record calls learn from the conversations?

What loop is in place to collect, analyze, and implement feedback?

These are just some of the questions I have. Thoughts?"

Mike Wagner has been thinking about it for a few days:

"It seems we have so ritualized feedback that we get ritual responses...at times at least.

We know that humans learn best when the feedback is quick and consistent. Touching a hot stove provides that kind of learning. If it took days before we felt the pain of a burnt finger, we'd be in trouble.

So why do we save it up for annual reviews, exit interviews and employee surveys? Is this deflection?

And will social media help? I think it could and will but resistance to hearing and giving feedback seems to me more a human problem than a technology problem.

I'm more full of questions than anything else on this subject.

And I am still ruminating on what you write in the first paragraph: The problem with feedback is that we rarely know how to give it, and seldom learn how to take it. Why is that?

Yes...why is that?"

These questions and conversations were on my mind as I thought of a way of demonstrating how vital feedback is to your business and organization. See what I'm talking about at FC Expert blogs.

[photo credit nesnahmit on MorgueFile]

Comments

[CK]

The most important 'thing' we marketers can do in our jobs is to listen (a lot of our problems are solved this way...along with a bevy of opportunities). And yet so many feedback programs are, like I stated in my conversation above, "something to fill-out on my sheet." I gave that gentleman advancing feedback as the program was fundamentally flawed (the feedback cycle was too rapid) and I doubt that he'll submit that feedback or that his CMO will act upon it (though I hope they will).

Thanks for continuing to cover feedback--and listening...can't really have a true conversation otherwise ;-).

[Mike Wagner]

"Feedback is the breakfast of champions."

I first heard that said by Ken Blanchard of One Minute Manager fame.

I'm certainly benefiting from this ongoing conversation; thanks for extending it!

Keep creating...great feedback,
Mike

[Mark Goren]

Hi, all:

The one I'm really interested in is how call centers use recorded calls and integrate them into their training. I always get the warning, "This call my be recorded for training purposes", but how is the call being used?

Call me a skeptic, but I always think they're just covering the butts for liability reasons.

Thoughts?

[Valeria Maltoni]

CK -- I would put listening high on the list of just about anyone. And I'm sure you agree. Plus it was really interesting to look at how rescue doesn't have the "judgement" component attached to it. While feedback does.

Mike -- Thank you. We don't judge our cereal, do we? We should be so good at gobbling up feedback.

Mark -- I was in a conversation once and I said I hope this call is being recorded for training purposes to there is a record of this discussion and your attitude.