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I love talking to other CX experts, especially when they are “in the trenches,” working for companies and organizations that practice what they preach. I recently talked with one of those experts, Gabriel Masili of Granicus, a company that provides government agencies worldwide with technology and support that creates a better citizen experience. Not only does Granicus create a good CX for its customers, but it also helps its customers create a great experience for their customers. G, as he likes to be called, shared a great idea in our recent interview on Amazing Business Radio. He talked about collecting feedback during the experience in addition to asking for it after the experience.
Asking for Feedback during the Process
If this topic sounds familiar, it might be because I covered the concept of real-time feedback after interviewing Adam Alfia, whose company is called Realtime Feedback. G’s take on the concept is a little different, especially as it relates to the government’s efforts to create a better experience.
In our interview, G mentioned that asking for feedback during the process is a way to capture the customer’s general sentiment about the experience they are having. For example, if there is a digital process you’re taking the customer through, you might ask, “Do you understand what we’ve shared so far?” A simple option of yes or no will give you insight. If everyone answers “Yes,” you know you have a good process. If many customers answer “No,” you now recognize there is an opportunity to improve. But what if just a few people answer, “No”? That is when you escalate the customer to someone who can help in real time. In G’s words, “You extract the customer from the experience” and help them at that moment rather than force them to go through a process that, for them, could be confusing, cumbersome, or just not pleasant.
“In the Moment” Feedback
This reminded me of an experience I am having more and more after checking into a hotel. About five or ten minutes after I’m in my room, the phone rings. It’s the person at the front desk checking with me to make sure the room is as expected. If it’s not, this “in the moment” feedback will fix any problems long before my experience is over.
The simplest example I can think of happens at a restaurant when the server comes back to our table a few minutes after the food was brought to us. He asked if everything was cooked to our satisfaction. If not, the entrée can be taken back to the kitchen. The alternative is to wait until the meal is over to find out about any problems, and by then, it’s too late.
The point is that there is a right time – even a better time – to ask for feedback, and sometimes, it is in the middle of the experience, not at the end. So here’s your homework. Sit down with your team and brainstorm how you can get feedback during the experience, not just after it. It may or may not be something you can do in your organization, but it is a conversation that is definitely worth having.