The key things to take away are:
- As hard as it will be you need to let all customer comments show, be it good or bad. The reason being is that it shows that your business is customer-centric and transparent. You should also address any negative comment by being "sympathetic, friendly and helpful in solving the issue."
- As frequently as possible analyze customer feedback.
- Ensure your sales staff and customer service staff are in constant communication. Brooke Goodbary of Intercom says "When your largest customer-facing teams work together closely, your customers get more value from your products, and your sales team is able to create a more effective sales process."
- Ensure that everyone knows how to access or see the customer feedback. You can even go so far as to physically post both positive and negative feedback in the office.
- Look for learning opportunities and solutions from mistakes. By doing this you can increase "morale, transparency and an eagerness to collaborate and develop together."
- Always celebrate the wins both great and small. Did you get some great praise from a customer? Then share it with everyone and let everyone know they had a part in making that customer happy.
See the full article here: https://blog.hubspot.com/service/customer-feedback-culture