Customer | How to Manage Customer Feedback

Create an environment that welcomes customer feedback. Educate your team on how to handle feedback and use it to improve
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Instructed by Learoy Tonight Business / Management
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  • Lectures 15
  • Length 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2015 English

Course Description

There is no question about the impact great customer service has on an organisation. How to manage customer feedback will give you the tools to make a connection and build a relationship with your customer base. Today we may be providing a service, tomorrow we may be a receiving one; it is the beauty of this that makes good customer service a truly human endeavour.

Bill Gates once said: “Your most unhappy customers are your greatest source of learning”. Make sure you use this as a source of inspiration! Create an environment that welcomes customer feedback. Educate your team on how to handle feedback and use it to improve. Predict potential issues before they arise and give people the tools they need to deal with any issues. You’ll create a more empowered workforce, who will inevitably provide a better customer experience.

Each lecture has been carefully selected so that you can explore relevant and meaningful strategies to create a truly customer centric workplace. Build a culture that values the importance of each customer interaction and empowers employees to provide the best service possible. This course is full of tips and tricks to use inside and out of your workplace. It will motivate you to really understand and support the environment you’re trying to create.

Learoy Tonight is a fresh business with interesting and modern ideas about education. Many people take part in creating these courses – from subject matter experts, to researchers and designers – to ensure you are provided with the best learning experience and the most up to date information. We’re excited about education and want to give you the opportunity to be the best you can be.

Each course will take you approximately 30 to 45 minutes to complete and will cover all of the components required to manage customer feedback. Our content will give you the opportunity to listen to experts and understand relevant models to use on your leadership journey when creating a truly human customer experience. Enjoy a collection of videos, interviews and engaging imagery used throughout our presentations.

This course is a small section of Customer – At Your Service. If you would like to really challenge yourself, join us for the entire journey.

What are you waiting for? Start tonight and be on your way to providing amazing customer service tomorrow.

What are the requirements?

  • A keen readiness to learn and put it into practice
  • Access to a computer, tablet or iPad
  • Headphones or speakers to listen to videos

What am I going to get from this course?

  • Understand the importance of giving team’s customer feedback
  • Be able to give positive and negative customer feedback to my team in an effective way
  • Define potential gaps in service and methods to overcome them
  • Drive a culture that welcomes customer feedback
  • Develop strategies to proactively manage complaints before they arrive
  • Diffuse difficult customer situations to focus on actionable solutions
  • Understand why customers complain

Who is the target audience?

  • Anyone looking to improve the experience of their customers
  • Anyone with an interest in driving a strong customer focus within their organisation
  • Anyone looking to develop their organisation into an environment that customers want to interact with and develop loyalty to
  • Anyone with frontline customer service experience, leadership or management experience, whether in a junior to middle management level or those who wish to move into a middle/senior management role within a customer focussed organisation
  • Anyone from a small, medium or large organisation

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Welcome to How to Manage Customer Feedback

What’s it All About?

Section 2: Providing Customer Feedback to Teams

Feedback is information about the past, delivered in the present to positively influence the future. Check out how you can effectively communicate customer feedback to your team to create meaningful change to their behaviour and your business.

Section 3: Customer Complaints

In here we’re going to explore how you can turn complaints into real opportunities, through these key strategies.


Let’s consider the power of social media and how one customer’s negative experience can affect business. Here’s a case study about how United Airlines handled a customer complaint.

Checkout external resources to explore more on Dave Carroll’s customer experience.

Resources and Further Reading - Carroll, D n.d., ‘United Breaks Guitars Story’,, viewed 19 May 2015 (see external resources)

BBC 2009, ‘Singers airline tune YouTube hit’,, viewed 19 May 2015 (see external resources)


We have the big picture strategy, but sometimes we need a plan for when a situation gets tricky to manage. Let’s take a look at how you can diffuse a situation when it’s right in front of you.


Let’s have a look at how we can retain our customers, even if they’ve had a negative customer experience.

1 page

Let’s have a look at the sort of things that really get customers complaining.

Section 4: Customer Service

In here we’ll explore the types of gaps that you can identify from service to delivery, by talking to your customers.


Consider the following points by Nicole Fallon on how customer service has changed, and how we can keep up with it.

Resources and Further Reading - Fallon, N 2014, ‘3 Ways Customer Service Has Changed (And How to Adapt), 15 December 2014,, viewed 20 May 2015 (see external resources)

Section 5: Handling a Hostile Customers

So, you’ve been told that you’re supposed to try and understand the behaviour of hostile customers. That’s not easy! Here’s some advice from Robert Bacal to get your started.

References - Bacal, R 2011, If it Wasn’t For The Customers I’d Really Like This Job, Bacal & Associates, Ontario

3 pages

Here we will take a look at what happens when people feel threatened as suggested by Daniel Goleman in The Brain and Emotional Intelligence (2011)


Let’s look at strategies for managing hostile customers.

References - Bacal, R 2011, If it Wasn’t For The Customers I’d Really Like This Job, Bacal & Associates, Ontario

4 pages

Let’s take a look at Mr Pritchard and his complaint with Marty’s Electrical before working through a short Q&A.

5 pages

Consider the following 7 rules for compensating your customer after a service or product failure, by Micah Solomon.

References and Further Reading - Solomon, M 2013, ‘Service Recovery: 7 Rules For Compensating Your Customer (After A Service Or Product Failure)’ 23 September 2013, forbes. com, viewed 22 May 2015 (see external resources)

Section 6: Congratulations! You now know how to Manage Customer Feedback

Where to from here?

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Instructor Biography

Learoy Tonight, Bite Size Learning

Learoy believes that an investment in education is an investment in your future business. Learoy has a driving passion for outcomes, business return and creating engaging learning experiences.

Learoy Tonight is essentially bite size learning, it's all about learning that little bit now and implementing those new skills and knowledge in the workplace tomorrow.

Learoy isn't your typical education company. It's a forward-thinking, digital business that's leading the way. We've done the research and we're driving results through education. You'll see.

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