In the industry for customers’ feedback comment cards play a vital role. Using customer comment cards a company can evaluate its status in the market in the form of advantages and deficiencies. Companies ever try to use customer comment cards which are designed perfectly in a good style. The main purpose to use customer comments cards is to find out the complaints of the customers about a product or services provided by the company. The main goal of customer comment card is to find out the rate of customer satisfaction.So the design of customer comment card must be given due consideration because the good design ever catches its audience and the bad design just forces the audience to simply ignore it. So there are some principles which must be followed for designing a good and attractive customer comment card. Some of the principles or practices to design the customer comment cards are discussed as under:

Before designing the customer comment cards divide the cards into categories and these categories must be on the basis of the age of customers or the intended audiences. Age factor must be taken into account because the people with different age groups delineate their views in different ways. So according to the age factor company or the organization can easily judge the views of the audiences for whom a given product or services are being launched in the market. The young people sometimes leave bitter or harsh remarks so there is the need to cope with such shortcomings. When launching a marketing campaign there is the need to adopt different styles and colors for the customer comment cards because this thing would prove as an eye catching and the customers would take their keen interest in providing comments about a particular product. if the product is an innovative and beneficial one and the comment cards are designed according to the needs then there would be the problems in understanding the future directions. Much of the research is being done on customer behavior by the researcher because this factor must also be dealt seriously when designing customer comment cards. So don’t try to annoy your customers by asking personal sort of questions in the comment cards and one must try to avoid any irrelevant information. If in the comment cards there will be the demand of irrelevant information then the customer would not show their immense interests in giving their comments about a particular product, service or event. The relevant comments would help in making future directions. Customer addresses, as an optional choice, can also be added in the comment cards when designing is performed but don’t force your audience in asking their addresses and contact numbers. But when such a personal data will be provided the company executives can clarify any unclear comments from the customers and this thing would add market leverage. For the sake of attraction print the cards using high quality printers. In the comment cards offer some awards for those customers who will fill the form with some valuable suggestions. So in this way enough data can be gathered about a particular service or item or product and this data will prove very fruitful in analyzing the future needs of the company or organization. Sometimes the comments cards are designed according to an event and this event can be the national day, a day in the memoires of some famous personality. So the comments are gathered at the end of the function or event to know the shortcomings and after getting the comments one can easily find out what was important and what is not important for such type of events.

Best Practices of Customer Comment Card Administration

The data which is gathered using customer comment cards serves as the feedback and this feedback plays a vital role in delineating the future directions of a business, company or organization. The executives accumulate and gather this data in safe custody and then on the basis of this data they try to find out what is necessary for the promotion of their brand in future and what must be avoided in future so that to minimize the rate of complaints of the customers.  So the comment card administration is vital for the survivability of an orgainzation and different orgainzations adopt different practices for the administration of the data which is obtained using these comment cards and these practrices are as under.

Good orgainzations keep the data in full privacy and they don’t offer the personal data of their customers to other parties because it’s against the professional ethics. The people in the company then analyze this data or the comments which are obtained using customer comment cards and on the basis of results they have to find out future directions for the company. This data is being considered by the company as the intellectual property and they have to consider it in a more professional way.  Sometimes the gathered data may focus some new features of a product in the form of their admiration and sometimes these may be complaints of the customers about a particular product or service. So there is the need that company must try to solve out solutions to remove the customer annoyance and try to enhance the quality level of their product or service so that the company will get a chance to be admired by its customers otherwise without proper solution the company will suffer a lot. The anaysis of the critical data is very important especially which may be focusing the features of an introduced product, service or event and this critical data will prove an asset in maintaining the position in the market. The company leaders must try to inform their customers that how the company has solved the problems of particular customers and at which extent the problem is solved. The customers must be dealt in a very polite manner and try to pacify the customer annoyance using professional ethics as the customers have already suffered a lot if they have complaints. Using this data must try to find out which features may be added for the sake of customer satisfaction because there is the need to eliminate the function of customer dissatisfaction (William et el., 1993) and this is the very base of any business. Consider the complaints based on gender because female customers ever seem complaining (Kau et el., 1995).

A Customer Comment Card

                                                                                         Yes      No      

  1. Has your teacher taught you enough material?                                          

  2. Is the communication level of your teachersatisfactory?     

  3. Is your teacher fully expert in the domain?                                                

  4. Have you read the course with real time comparisons?                 

  5. Is anything lacking in your course?                                               

  6. Has your teacher taught you with full interest?                                                      

  7. Has this course increased your mental level?

    Instructions: Just fill the boxes with pen like that:

Using the very customer comment card the educational instituitions can get the data about teacher evaluation. This data would help to find out the expertise of the teacher. The institutes can find out at which level the teacher has taught the course and at which extent the students are satisfied with his or her way of teaching. But sometines there can be a chance that this data may be biased and may lead towards wrong analysis or resutls. So there is the need to keenly evaluate the comments. In this comment card the students will be asked to just fill the boxes with pen.


  1. Beardon, W.O. and Mason, J.B. (1984), ``An investigation of influences on consumer complaint reports’’, in Kinnear, T. (Ed.), Advances in Consumer Research, Vol. 11 No. 1, pp. 490-5.
  2. Guide to Centrelink’s Committement to Listening and Responding to Customer Feedback
  3. Hong Yu and Vasileios Hatzivassiloglou (2003): “Towards Answering pinion Questions: Separating Facts from Opinions and Identifying the Polarity of Opinion Sentences”. In: Proceedings of EMNLP 2003.
  4. Kau, A.K., Richmond, D. and Han, S. (1995), ``Determinants of consumer complaint behaviour: a study of Singapore consumers’’, Journal of International Consumer Marketing, Vol. 8 No. 2, pp. 59-76.
  5. Sanes, C. (1993), ``Complaints are hidden treasure’’, Journal for Quality and Participation, Vol. 16 No. 5, pp. 78-82.
  6. Vincent, C.S. Heung, Terry Lam (2003): “Customer complaint behaviour towards hotel restaurant services” International Journal of Contemporary Hospitality Management 15/5 [2003] 283-289.
  7. Williams, T.D., Drake, M.F. and Moran, J. III (1993), ``Complaint behaviour, price and the patronized’’, International Journal of Retail & Distribution Management, Vol. 21 No. 5, pp. 3-9.
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