Public Relations and Customer's Feedback Customer's feedback does play an important role in understanding their expectation and aligning business strategy and own deliverables. This datum applies to products and services too including government services. A meticulously planned activity to obtain customer feedback helps an organization in long way. Industry undertakes this activity in sophisticated way. Use of technology and obtaining online feedback is easy and economical way. Yet, there is no substitute to pen and paper feedback. Recently, I came across feedback collection activity at one of centre of Speed Post of India Post counter at Pune. I am ardent fan of this organization but have some suggestions / reservations / feedback / constructive criticism on how this activity was carried out or exposed to me in particular. Please check below happenings. I was standing in cue for booking speed post. Man before me was slightly confused on mode of booking of his article. Suddenly, executive manning the speed post counter slapped a white paper with something printed on it. The man before me, thought it as preliminary requisite for booking article or some sort of declaration which postal authorities demand for booking parcels and heavy articles. What should I do with this form? She replied pass on to me. I thought she was asking me to help the guy to fill the declaration form. Suddenly I came to know that it was a feedback form having a title 'annexure', name, address, quantified fields and qualitative remarks columns. Feedback submitted and this mundane activity was accomplished without getting any thanks. Let us analyze how it could have been better for obtaining customer's feedback. -
Inform the customer about proposed activity. Solicit his permission or willingness to participate. If necessary spell out objectives for the same. -
The feedback form designed so should set some preamble about the survey or feedback. It should have ample space to write participants name and contact details. Can we afford to miss important fields like email/web and telephones? -
Who is the originator of feedback? Should such feedback form bear contact details of the repository where such feedback forms will be dumped? I feel that such feedback forms should be personalized one and should bear name and address of the officer or surveyor. Since India Post is GOI enterprise but is functioning as corporate entity, should officers shy to share their roles? -
Executives conducting such activity should be properly briefed on importance of this activity. -
Ultimately, participant should be thanked in an appropriate manner for favor done by him/her by spending time. This could be thank you card and thank you gifts as per the resources allotted by business. Saying Thank You is also great and economical option. -
Feedback form itself should be energetic if not colorful. You can obtain feedback on as many parameters as you wish, as long as customer knows of such services. The fields can be intelligently designed. If you expect +2 or -2 only and if customer doesn't know about that service, he is compelled to give wrong feedback. Try including can't say or no comments or leave blank instructions. -
Help customer to provide honest feedback. -
Post activity - Write to customer that his feedback was accepted. This way we can create loyal customers. Hope few these spontaneous suggestions are taken positively at respective end. I also take opportunity to request other Public Relations Specialists / members / students to showcase their experiences on this important activity. Regards, Avinash Murkute Pune | 9822698070 | www.galaxy4u. co.in | 
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