Sometimes I ask myself why companies go to all the trouble of asking for customer feedback if they never act on it. Last week I had cause to give some negative feedback to Boden, the online clothes retailer.
Day 1 – I ordered my daughter’s birthday present and had paid for the 1-3 day delivery service so it would arrive in good time for her big day on day 5.
Day 4 – I received an email telling me my item had now been dispatched and I could expect to receive it within 2 working days. The email asked for my feedback. So I gave it. It wasn’t terribly positive.
Day 5 – My daughter’s big day, sadly with no present.
Day 6 – The parcel arrives two days after the promised delivery date.
Day 10 – Today. Have I heard back from anyone at Boden in response to my feedback? No.
Will I buy again from them? Maybe, but probably not.
Have I told quite a few people about my negative experience? Of course I have.
If Boden were serious about managing their customer feedback, they would have a management solution in place which alerted them immediately to any serious negative feedback. They would then act on that feedback by contacting that unhappy customer in a timely fashion and try to turn that unhappy customer into a happy one.
Perhaps they should contact us here at Feedback Ferret to see how we can help them. Because if they had the Ferret’s customer feedback management tool in place, they stand a real chance of not losing me as a customer.
