The saying the customer is always right has been one of the key mantras for businesses aiming to differentiate on customer experience. 

When a customer has a positive experience, they are more likely to share this experience with their  friends, family and connections, which in turn can lead to new business. Without spending a cent on marketing.

What happens if you fail to provide a positive customer experience?


In this article we will explore how companies keep track of their customer experience and why bad feedback is just as good if not better than positive feedback. 

When customers have a bad experience they are guaranteed to do one thing first and that is to complain. The key is who do they complain to first and where it goes.

A customer complaint highlights a problem, whether that’s a problem with your product, employees or internal processes, and by hearing these problems directly from your customers, you can investigate and improve to prevent further complaints in the future. 

While complaints are negative feedback about their customer experiences, they are extremely useful because they highlight clearly the areas that can be improved in your business.

There are key questions  that should be covered when tracking customer experiences to maximize the effectiveness of any proposed response. 

  1. Has this happened before?
  2. Have the complaints been recorded?
  3. How often does the same compliant arise?
  4. Is there a pattern to this complaint in how it was received?
  5. Has the same customer reported this previously?

Tools to use 

One of the best ways of capturing customer experiences is giving your customers a clear, efficient and seamless way to lodge their complaints. The tool being used should be able to record and categorize complaints making it easier to see how often complaints arise and spot any trends from the data collected. Queritel Field Insight offers this functionality to companies wishing to track their customer experience and view the data via a dashboard that records and visualize the data. 

Another strategy to engage your customers and provide a medium for feedback are online insight communities. These are dedicated online spaces where brands can invite their customers to provide feedback on their existing or proposed goods and services.  Online insight communities provide longer term iterative feedback from customers experiences. Through Queritel Stream business are able to create their unique online customer insight communities. 

Customer experience tracking ultimately begins with giving customers a medium to share their experiences positive or negative and having that feedback in a centralized place that can be measured, categorized and viewed has made the process of receiving complaints a core part of companies growth strategy.

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