The document discusses the benefits of using an online suggestion box for collecting feedback from customers and employees. Some key points: 1) An online suggestion box allows for anonymous feedback submission, improving reliability. It also provides convenience as people can submit from anywhere at any time. 2) During COVID, remote work and online shopping increased, making digital feedback collection through an online suggestion box more important. 3) For a suggestion box to be effective, management must show feedback is used to improve processes and recognize people for good suggestions. This encourages more participation.

1. The Online Suggestion Box:
A Robust Feedback Tool for Customers and Employees

2. Why is employee and customer
feedback important?
• A company’s ROI is highly correlated to how
well you retain your customers and
employees by establishing loyalty.
• Many consider these the two most crucial
management focus areas for any business —
big or small.
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Consider the following observations:
• When you lose a loyal customer to a
competitor, your competitors get
stronger and you get weaker – at least
until you replace the business.
• According to the Gartner Group, 80
percent of sales growth comes from your
loyal customer base.
• One bad customer experience has
a substantial ripple effect, spreading
the news to 16 others.
• Essentially, one disgruntled person can
wreak devastating brand damage simply
by word-of-mouth.

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• Losing an employee comes at the cost of
anywhere between 150 percent to 200
percent of that person’s salary (through
recruiting, onboarding, and training).
• For an employee paid hourly, expect the
cost to level out at $1,500.
• Therefore, it’s not only the cost per
churn event that figures into the
equation, but also the frequency.

5. • The bottom line: Churn, whether in
the customer base or employee ranks,
is the arch-enemy of organizational
profitability.
• Inability to establish and retain loyalty
is a critical problem in business today.
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• Want an advantage? Hear from
customers and employees before they
decide to jump ship. The more you
know — and the earlier you know it —
the better.
• This knowledge provides you the
traction and power to take action
before ROI is impacted.
• Cue the topic: A well-structured
online suggestion box can help!

7. An Online Suggestion Box:
Your Portal to Reliable Customer and Employee Feedback

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• First, a few caveats:
• Feedback is one thing; reliable feedback
is quite another.
• When it comes to positive feedback,
there’s often the suspicion that the
employee or customer tells you what
they think you want to hear.
• For example, in a restaurant, when
the host enquires how things are,
guests almost always answer “fine” or
“great,” even when dissatisfied with one
service aspect or another.
• Nonetheless, on leaving
the establishment, they’ll tell anyone
who listens about the “rude waiter” or
“too much noise” and never return.

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• After all, "reliability" in market
research (and therefore, by
association, feedback) means that
customers and employees must trust
the company not to:
• Abuse the data it accumulates from their
suggestions
• Use negative comments against the
surveyed respondents in any
way (downgrading the customer service
or suppressingemployee advancement)

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• A good starting point for trust is
anonymity, where the person giving the
feedback remains unknown.
• As a result, the online anonymous
suggestion box is the most popular way
of encouraging employees and customers
to speak their minds.
• When the company accesses
the responses from an online suggestion
box and reviews them, it’s crucial to
connect the findings to the employee
and customer journeys.
• Unless the employee experience and the
customer experience can benefit from an
online suggestion box, why go to all the
trouble of finding out how customer and
employees feel about things?

11. • The company must decide if its only
objective with an online suggestion
box is to:
• Listen to what respondents have to say
or
• Engage in a conversation to get more
insight.
• Marketers and HR refer to this as
"closing the loop."

12. Why an Online Suggestion Box?

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COVID-19 triggered a seismic change in
the way employees work and
customers buy.
• The remote workplace (accommodated by
internet access) and online selling/marketing
pushed in-office work and brick-and-mortar
shopping to the sidelines.
• B2B buying committees are reluctant to break
social distancing guidelines, preferring to
communicate on Zoom, WhatsApp, and social
media with their suppliers.
• The digital era this decade has directed everything
we do toward internet networking.
• Gone are the days of using a physical suggestion
box somewhere in the office or in the store —
possibly with someone looking over your shoulder.

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• An online suggestion box
combines convenience and privacy.
• Plus, it’s now the channel that
customers and employees are most
comfortable using.

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Here are the benefits:
• Data Security: All suggestions are stored in
the cloud for easy access and analysis.
• Convenience: Straightforward computer or
mobile applications make it easy for users
to submit suggestions in the privacy of
their homes, on their own time.
• Organization: Artificial intelligence,
machine learning and other
"intelligent" features can sort submissions
into categories and streamline follow-up.

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• Reminders: A gentle reminder that an
online suggestion box is available can
be a helpful action catalyst.
• Less waste: Online suggestion boxes are
paperless and don’t require any
dedicated staff for data compilation. The
right automated feedback management
system should do it all for you.

17. An Online Suggestion Box Program
Delivers Results

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• We all know the jokes about the online
suggestion box being inside the CEO's
office – or even being the "circular file"
(trash can!) on the other end.
• It doesn’t matter where the suggestion
box sits; it’s what you do with the
information and ideas that count.
• An online suggestion box’s power is
a reality if, and only if, employees
and customers can see that their
input makes a difference.

19. • Nothing motivates like recognition,
and recognizing people for
contributing to a better way of doing
things creates more trust.
• Thus, it gives the box more credibility
as a feedback generator.

20. As a company, set systems to:
• Publicize groundbreaking suggestions
• Communicate relative suggestion
popularity
• Develop more in-depth anonymous
conversation by asking for comments on
suggestions
• Broadcast submitted process changes or
new projects resulting from submitted
ideas

21. • There’s a thin line between the online
suggestion box and a survey, but you
can always connect the two.
• Suggestions are broader and more
open-ended, whereas questions in a
survey are focused.
• Once you receive interesting
suggestions, posting an online survey
around the subject can deepen your
understanding, and provide
management with the perfect way to
close the loop.

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24. Thank you!