Lesson: Start calling it "Client Feedback", not "Customer Complaint"

When someone you like tells you something you can do better, we call it "feedback", but if someone we don't like does the same thing...that's a "complaint". Why? And how does that same bias affect the work environment?

We work hard to do our best to ensure our products and services are top notch. We're human- we don't always get it right. I would argue that most companies strive to deliver their best, and they always look for ways to improve.

So, why is there such a stigma when that feedback comes from our clients? Here's part of the reason: We generally operate under the assumption that we, and our teams, are the most passionate about our company/brand, and that a client couldn't possibly care as much or more than we do. Be honest. Haven't you ever felt that way?

But what if that assumption was false? Or at least not applicable in all cases?

Haven't you ever had someone working for you who DIDN'T represent the best of your company? Who wasn't passionate about your product or service? Maybe you inherited him or her, maybe a bad hire on your part, maybe you're already coaching them to "find another employer for whom they are better suited".

On the other hand, haven't you ever had a client who you knew LOVED your brand- your hotel, your car brand, your restaurant, your dry cleaning company- even more than some of your own employees? Most have experienced this dichotomy before.

So why do we attach such a negative stigma to feedback from clients? Clients want us to succeed, right? We make their lives more enjoyable, easier, more relaxing, more efficient. Our success helps them!

Nearly every example of client feedback I have ever received, when viewed through the right lens, was given because the product or service my team offered did not meet an expectation we had originally set in their mind. The client works hard to make the money to spend in my place of business, so don't they have a right to have their expectations met (if not surpassed)?

By giving my team feedback, they are demonstrating their loyalty to, and passion for, our brand. THEY are committed to our success. THEY want us to be part of their lives. THEY want me and my team to be successful.

Try this:

In your next team meeting, commit to referring to this as "Client Feedback" for one month. See if it changes the team's outlook, approach, and willingness to use this valuable resource to help you be better at what you do.

Let me know how it turns out.