Customer evaluations are one of the most important and effective tools a company can use to build long-term relationships with their clients and create a sense of brand loyalty. Doing the evaluation creates a mental investment in the company on the part of the client, and the contents of the evaluation can play a significant role in shaping the clients image of the company moving forward.
Effectively deploying evaluations is easier said than done, however, and if youre not careful they can be totally ineffective or even backfire and push customers away. Youve got to put serious thought into the content of the evaluation and the way youll deploy it. And then, when its all said and done, youve got to understand and take the results seriously as well.
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