BIZOPS- 40 – Customer Feedback Program

What is this control about?

Implementing the control of a Customer Feedback Program is important for organizations to gather valuable insights and feedback directly from their customers.

Available tools in the marketplace

Tools:

Qualio EtQ reliance Salesforce HubSpot

Available templates

TrustCloud has a curated list of templates internally or externally sourced to help you get started. Click on the link for a downloadable version:

• No recommendation for this control

Control implementation

Here are some guidelines to implement an effective records of Customer Feedback program:

• Define Objectives: Clearly define the objectives of the Customer Feedback Program. Determine what specific information you want to gather from customers, such as feedback on products, services, customer experience, or overall satisfaction. Align the objectives with the organization’s overall goals and customer-centric strategy.
• Identify Feedback Channels: Identify the appropriate channels through which customers can provide feedback. This may include online surveys, feedback forms on the organization’s website, email feedback, social media platforms, customer support interactions, or dedicated feedback portals. Consider the preferred channels for your target customer base.
• Develop Feedback Collection Methods: Determine the methods you will use to collect customer feedback. This may include creating online surveys, designing feedback forms, setting up email feedback mechanisms, or leveraging social listening tools to monitor and capture customer sentiment. Ensure that the methods are user-friendly, accessible, and aligned with the organization’s data protection and privacy policies.
• Establish Feedback Analysis Process: Define a process for analyzing and categorizing the feedback received. This may involve developing a feedback classification system to categorize and prioritize different types of feedback. Establish guidelines for sentiment analysis, text mining, or qualitative data analysis techniques to extract meaningful insights from the feedback.
• Design Feedback Response Mechanisms: Establish a mechanism for responding to customer feedback. Determine how the organization will acknowledge and address feedback, whether it is through personalized responses, automated email notifications, or a dedicated customer support team. Develop guidelines for timely and appropriate responses based on the nature and urgency of the feedback.
• Implement Feedback Collection Mechanisms: Implement the identified feedback collection mechanisms. This may involve setting up online survey tools, integrating feedback forms on the organization’s website, configuring email feedback systems, or monitoring social media channels for customer feedback. Ensure that the mechanisms are properly tested, functional, and align with the organization’s data security and privacy requirements.
• Communicate the Feedback Program: Inform customers about the availability of the Customer Feedback Program and encourage their participation. Use various communication channels such as email newsletters, website announcements, social media posts, or customer support interactions to promote the program and explain its purpose. Ensure transparency about how the feedback will be used and the organization’s commitment to incorporating customer input.
• Measure Program Effectiveness:Continuously evaluate the effectiveness of the Customer Feedback Program. Establish key performance indicators (KPIs) to measure the success of the program, such as the number of feedback responses, response rates, customer satisfaction ratings, or the impact of implemented improvements. Use these metrics to assess the program’s effectiveness and identify areas for refinement.

What evidence do auditors look for?

Most auditors, at a minimum, are looking for the below-suggested action:

• Customer Feedback Policy: Auditors will review the organization’s documented Customer Feedback Policy. This policy outlines the objectives, scope, and guiding principles of the Customer Feedback Program. It should define the organization’s commitment to capturing and addressing customer feedback, the channels and methods used for collecting feedback, and the intended use of the feedback data.
• Feedback Collection Mechanisms: Auditors will assess the documentation related to the feedback collection mechanisms used by the organization. This includes documentation of online survey tools, feedback forms, email feedback systems, or any other channels used to collect customer feedback. The documentation should include information on how these mechanisms are designed, configured, and deployed, ensuring that they align with the organization’s data protection and privacy policies.

Evidence example

For the suggested action, an example is provided below:

• Customer Feedback Policy

Leverage this policy as an example

• Feedback Collection Mechanisms

Screenshot source