Qualitative feedback, or true relationship management? Perhaps a mix of both is best.
We often read of the importance given by firms to qualitative as well as quantitative feedback, but what does that mean in reality? And does it truly give a picture of which is, and what is not, important?
The long list of survey questions that are pushed out to key clients is, without doubt, a preferential method of gleaning insight vs just a mass generic mailer alone, and the ethos of quality over quantity should be commended, yet even with wide-spanning and open-ended questions in your survey, there are inevitably going to be gaps, and inevitably going to be areas of improvement that are just not being highlighted.
At companies such as market-leading plastic supplier to the auto industry, ADIS, the approach is a little different. By taking time to know their customers and build relationships not just with buyers and account managers, but with a wide range of staff within the client's operations, they are able to truly get an understanding of the requirements and objectives of the firm as a whole.
This comprehension of a customer's brand is built out by getting snapshots of the challenges of different departments' requirements. As such, ADIS forms more than just a supplier/: customer setup and positions itself as a collator of information and deliverer of excellent products that tick boxes at every level. From being on-point with color schemes to appease the marketing team, thru to outstanding durability and usability to satisfy the most stringent requirements of QC.
When we look at feedback, and how it is gathered, ADIS believes that working directly and listening constantly, rather than just periodically is a preferential way to do business and a surefire way of incorporating improvements the moment they are discovered. Qualitative feedback and surveys are great for gathering input en masse, but having a set of ears at the planning table and acting decisively to ensure customers are happy in real-time surely is the holy grail of customer service.
