 OUR TAKE -
In Pursuit of Genuine Feedback
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A good listener is not only popular everywhere, but after a while he gets to know something.
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Wilson Mizner
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Last week, I wrote about the interesting little dance that often occurs between a customer and a provider. Basically, the question boils down to what the provider needs to do to create a genuine spirit in order to get genuine customer feedback.
You may remember last summer that I shared my personal experience of trying to sell a house. If you don't remember, you can read "Game On!" and how I went about marketing the home. As a part of showing a home, it is customary for the buyer's broker to provide feedback after a showing. At first, I was extremely interested what others thought of the home and what I could do to make the house more marketable. I was willing to act on any little suggestion. Over time, I realized the feedback was of marginal value and stopped reading all input. I didn't even care if I got input.
Why? It turns out that realtors rarely share the prospective buyer's real thoughts. In their mind, it is easier to provide general and useless feedback to dismiss the house and move to the next house rather than share genuine feedback that might initiate more involved discussion. The mechanism offered nothing of substance and nothing of which to take action.
By the way, I finally did sell the house even amidst the housing crisis. All I needed was one buyer and that one buyer appeared at just the right moment. In the end, none of the feedback from the dozens of previous showings had any bearing on the ultimate sale. That's my take. What's your take?
Gary Lemke, Publisher
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