Now That Your Session is Over, Customer Feedback is Your Top Priority

Don't waste-your time on customer feedback blog image

If you direct a summer program, the start of school marks a new season of to-dos. Hopefully, you have time to breathe, plan and strategize again ­– to find those notes you may have scratched out over the summer to remind you of all the things that would have to wait until you finished your season.

What’s at the top of your list?

Don’t Waste Your Time on Customer Feedback

Actually, now is prime time for getting customer feedback. With experiences still fresh on their minds, customers can give helpful feedback and suggestions that you can implement for next year.

However, before you dive into the same process you used last year (or the past 5 years!), consider this quote from Inc. magazine[1]:

Inc quote canva

According to Inc., you’re wasting your time if customer feedback doesn’t result in change that your participants can see.

Make the Most of Your Customer Feedback Efforts

Inc. Magazine’s advice is just one of the important aspects of gathering feedback we’d like to share. Our 5-part guide can walk you through the 5 stages of planning a trustworthy, actionable feedback strategy.

Here’s an overview of what you’ll learn:

Plan Your Approach CTA1) Plan your approach – To master the art of collecting, understanding, and leveraging feedback, you have to:

  • Do the necessary upfront thinking before the feedback is gathered.
  • Engage well with customers to discover what they’re likely to respond to.
  • Know what to do with the answers you get afterwards.

Find out how to Get Actionable Feedback in Closing the Customer Feedback Loop Part 1 – Plan Your Approach

Increase Customer Response CTA2) Increase customer response – Most people value the opportunity to share their thoughts, but it can be hard to get them to slow down and actually do it! So, consider these measures:

  • Speak to their values in your questions.
  • Segment your audience and reach out to segments separately.
  • Be brief and be creative (Short, frequent feedback requests are more effective than long, annual surveys. Especially if they’re fun!)

Learn How to Get Customers to Provide Feedback in Closing the Customer Feedback Loop Part 2

Evaluate Results CTA3) Evaluate customer responses – Analyzing results can sound scary, but it doesn’t have to be complicated.

  • Make sure you have enough responses to be statistically meaningful.
  • Use averages and tallies, which are particularly helpful when comparing numerical data to benchmarks and other data. Means and medians can show how your responses relate to each other.
  • Mine the comments for data by looking at trends and themes.
  • Explore different “segments” in the data (i.e. types of programs, zip codes, or ages)

Learn about Data-Mining and Drilling into Your Customer’s Feedback in Closing the Customer Feedback Loop Part 3

take action CTA part 44) Execute data-driven decisions – Good surveys and the resulting data mean you can make decisions with confidence. How deep you go into metrics is your choice. These are the 3Ds of metrics:

  • First dimension – a simple measurement of what happened, usually in operations.
  • Second dimension – proactive and analytical information that is less obvious and requires more skill to uncover, but it’s vital for identifying growth opportunities.
  • Third dimension – strategic information, where a camp director’s desired results meet the necessary actions to achieve those results.

Start making Guess-Free Decisions in Closing the Customer Feedback Loop Part 4

SMART Goals cta5) Set and implement goals – Now that you understand your research, plan your strategic action steps.

Get the S.M.A.R.T. Goals Worksheet 



Customer feedback is too valuable to waste their time and yours. Learn how to make the most of your efforts.

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About Gina Calvert

Gina Calvert is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, camps, schools and endurance events, for more than six years.