The feedback cycle in action

Anyone who has heard me rant before, knows a theme is: you need to explore the views of your tribe; uncover the strengths and areas to improve; then drive change by putting the strengths into your marketing and focus business planning with their ideas.

I recently attended the Huntington Estate Music Festival in Mudgee with the music organised by Musica Viva Australia. It was the 3rd time I’ve been and now see myself as part of their tribe.

Last year they had a paper based feedback survey that festival goers were asked to complete before leaving. I was happy! I naturally looked at ways the survey could be improved, but was happy the initiative was taken.

What really made me excited was that at the start of the festival, Tim Stevens (Huntington Estate owner & winemaker) said in the introduction, how they’d listened and changed as a result of the feedback.

They completed the research cycle and I wanted to describe what I saw of the process and how the crowd talked about it.

Firstly, they listened. They asked for feedback. At events there are two times to do this: at the end of the event and after they have gone home.

1. At the event: has higher response as participants are there and engaged. They are giving feedback on a recent experience, still in their memory. The down side is that it doesn’t give a considered response. In the case of training, this is an important consideration. At an event like Huntington this is a great time.
2. After the event: generally gets lower response rates as participants have returned to their normal lives. If you want to know their considered response, such as in training, then it can be better to gain feedback at this time even with lower response rates.

Secondly, they looked at the feedback. They considered ways to improve from the ideas they were given and had information for marketing.

Thirdly, they changed. A range of initiatives to make the festival even better were implemented. I hear from buyers of research or people who do research in-house, that it isn’t value for money. My response is: what did you do when you got the results? And often hear: we didn’t have time or resources to act on them. Of course, you then didn’t find it value for money!

Fourthly, they communicated the changes as a result of the feedback. They kept communicating how they were seeing ways to improve. This is a great event already, with growing audiences. They have raving fans, who talked about being heard.

They said it was great they improved X, now it would be great if they improved it this way. That would make it even better.

They commented that they saw feedback forms for 2009 and would complete them so the organisers would know their views again. This is an important distinction because declining response rates is a problem. The fact they knew they were listened to, encouraged them to participate again.

The full cycle benefits in building the tribe. That makes the event greater. That makes their business greater.

Do you complete the cycle or just ask for the feedback?

Visualising rating question feedback

Asking for rating feedback can give you great insights, but only if you look at the data in a few different ways.

Two examples of rating feedback are:

1. Please rate your level of satisfaction on a scale of 1 to 7
2. How likely are you to recommend us on a scale of 0-10?

The average can be similar over time or between aspects that you want feedback. So how can you gain greater insights from the data, if you are not asking other questions at the same time, allowing you to compare the results to other groups, such as demographics?

In the video below we look at the data from 4 time periods when customers were asked, how likely are you to recommend us on a scale of 0-10. There was only 1 batch that had a lower average, making the average result fairly meaningless. However, when the data was put into CloudMaker the results told a different story. Watch the video to see the story…

Read more about CloudMaker, or visit its home on Tribal Tool-Kit.

Register for one of our workshops that will help you understand customer feedback, member feedback, using data in your business, or how to start a tribe, and all show ways to use CloudMaker to grow your organisation.

Launching CloudMaker: the 1st Tribal Tool-Kit tool

After years of development we’re very excited about sharing our software with you.

Tribal Tool-Kit is being filled with tools to help you get to know your tribe. The first tool is CloudMaker.

Visualise the language your tribe uses. Easily.

Uncover language for your marketing and develop business planning priorities.

Idea 1: Words your tribe uses to describe you.

Send an email, or ask in a survey, When you think of us, what are the first 3 words that come to mind?

Tribe Research did this recently. We put the words together and imported them into CloudMaker and developed our cloud.

Idea 2: Words your tribe uses to describe an aspect to your business.

Recently we asked on various social media: When you think of the skills needed in business, what first 3 words come to mind?

We put the words together and imported them into CloudMaker and developed our cloud.

Idea 3: Use existing data about your tribe.

Understand the spatial distribution of your tribe by exporting your contacts and importing into CloudMaker. You might have a hidden group that could use your services that CloudMaker would highlight for you.

CloudMaker allows you to edit your data once you have imported it, allowing you to easily: merge, delete, and edit words. You can export your revised dataset. Your cloud can be saved as an image to be placed in your documents, or HTML code so you can put the cloud on your website. The website option allows you to link the words to relevant pages on your website.

Now you can do the same. Tribal Tool-Kit is at: https://www.tribaltoolkit.com/

To have an account of your own, complete our enquiry form and we will set one up for you. The first 50 accounts we set up will be given 25 CloudMaker credits, valued at almost $100.

Happy exploring!

Peace offering: published pieces

To compensate for a blog silence in June and early this month, I’d like to make a peace offering – my video appearance on Kochie’s Business Builders and a number of articles I’ve recently published on small business development.

Each piece focuses on a different aspect of developing your small business via your relationships with each of your important tribal groups; suppliers, yourself, mentors, customers and stakeholders. I welcome your comments and feedback and trust they’ll provide you with some useful tips for your organisation. 

• Supplier Relationships: Supporting your brand, Tribe K, (2008) Flying Solo
• Solo business growth strategies, Tribe K, (2008) Flying Solo
• What I have learnt from my mentor, Tribe K, (2008) Flying Solo
• Seeking feedback from stakeholders to remain competitive and grow your business, Tribe K, (2007) Kochie’s Business Builders video: