One Step Ahead

Despite the Internet making it a cinch for businesses to get valuable feedback from their customers and Web site visitors, very few businesses take up this valuable opportunity, according to a recent survey. In fact, e-tailers score very poorly on just about any customer feedback test - including accessibility, following up on promises, consistency, accuracy and privacy.

Here are just a few of the examples:

• Just 28% of the top 50 Web sites had a feedback option on every page.
  
• Most (80%) prevented anonymous feedback.
  
• Almost 40% took over three days to respond to feedback, and most of them didn't bother at all.
  
• Fewer than 10% collected quantifiable feedback at all.
  

With statistics like these, it's no surprise that the average Internet user is still staying away from the Web for making purchases! If you run a Web site, make sure that you don't make these same dumb mistakes. Instead:

• Make it easy for people to give you feedback, anonymously if they choose.
  
• Promise to respond to them within two working days, and faster if possible.
  
• Keep your promise!
  
• Use the feedback as a valuable learning opportunity, and take action from it.