A business magazine article on customer service began with a quote that said, "The biggest obstacle to knowing what customers really think about us is fear. We fear they'll tell us our product or service stinks, that we're horrible people, and that we should never have set foot on earth."
Danica, a marketing manager for a mid-sized technology firm, read this opening paragraph and thought, that is so true! We have got to get more proactive about getting and using good feedback. Too many of my people are afraid of feedback. They seem to be tuning out that type of painful feedback—and we need it if we are ever going to grow this business.
1. How does this case reinforce the ideas in this chapter? How is feedback like coaching?
2. If most of Danica's customers communicate with the company only via the Internet or phone, what are the best steps she can take to enhance feedback gathering? Be specific about a plan of action.