The best businesses allow customer criticism
November 30, 2011 1 Comment
One of the blogs I have feeding into my RSS Reader in Outlook is Phil Baumann’s “Health is Social” blog. In his latest post, he makes the argument that the best hospitals enable customers to provide negative feedback.
I would venture to say that this same argument can be made for businesses in most or even all industries, not just hospitals.
Nobody likes negative feedback. Nobody likes being told that they’re bad or doing something wrong. But such feedback can be very valuable as well. You can learn about your mistakes and flaws and (hopefully!) fix them before they become more costly. And businesses can learn about how to adapt their product or service offering to better serve its customers.
The ability to receive and harvest that feedback is the greatest benefit of Social Media. Previously, the only way businesses could get steady feedback from customers was from watching whether their sales increased or decreased, by which point the problem was costing the business money. And even then you might not ever know what the problem really was.
The pharmaceutical industry has been perhaps the most hesitant to embrace Social Media, partly because of the lack of guidance, and also partly due to its fear of patients sharing adverse events that, even if they had nothing to do with the drug itself, could still convict the company in the court of public opinion (see my earlier blog post on this subject). But even that feedback can be beneficial. If nothing else, it could provide more insight as to who their customers are, where they are and what they do, allowing the company to refine its marketing strategies and tactics. This knowledge could even identify a new therapeutic area might want to investigate.
It never feels good to get criticized. But it is often the best thing that can happen to us. When the news is good, we are more tempted to ignore the areas still needing improvement. But negative feedback allows us – and businesses – to confront our shortcomings and fix them.