Feedback – Key to continuous delivery and continuous improvement.

This may seem like a very common thing, but many of us fail to do it. Some of us do it, but don’t do it right.

So the question is, what is feedback? Why is it important? Also, share how you’ve been receiving feedback for your products or services. When was the last time you received Feedback?

Safary Royal Events: I received Feedback this morning. I planned and coordinated a wedding over the weekend.. The feedback was good for the engagement and ceremony but the reception just went haywire. All in all it made me realise one thing that I can’t do the work alone. I need help and I need to get some as soon as possible.

Ayefro Inc: I see many vendors take screenshots of their conversations with customers after a good service, and share on social media. Feedback is so powerful. It helps you to identify your strengths and weaknesses. It shows you the opportunities and threats to your business. Remember our discussion on SWOT analysis ? This lesson is building on it.

As a vendor or business owner, you need to value the feedback of your clients.

The first thing to do, is to create a good and workable feedback system that you and your team, can use.

1. Have a culture of asking for feedback and train your team members to always ask for feedback.

2. Don’t only expect good and positive feedback.

3. Appreciate constructive criticism.

4. Learn from the feedback you receive.

5. Apply the feedback so that you improve your product or service.

But before that, please note that there is the formal and informal or casual way of taking feedback.

1. Formal includes:
A. Surveys
B. Questionnaires

2. Informal is mainly by observation and developing your skill of recognizing feedback in non-traditional ways.

Lemme talk a little bit about the informal ones we overlook on a daily basis. A customer comes to your shop, asks of the price of Kente or a wedding gown. You say an amount. Let’s say 2,000. The customer immediately says something like Eiiiiiiiiii.

That’s your feedback right there!

Another way of informal feedback may be in the form of, you have price tags on your products in your store. A customer looks at them and squeezes his face, and walks out. 3 or 4 years ago, I read an article on how big brands in USA are using face emotion detection technology to price goods and services.

The basic idea behind it is, if you go to their store, whether online or electronic, they have software which can read your facial expressions when you look at a particular product, say Brazilian hair. The software can analyze whether you are happy with the price or not. If you are not happy, by the time you get to the door, they would have reduced the price down for you alone, and sent you a message that the price of the item has reduced. Then you will go and buy it!

A similar thing happens in Ghana, but without the use of any software.

If you go to Kantamanto and want to buy something, say a shoe, if you start bargaining with the seller and you are not happy with the price, oftentimes when you turn to leave, they will call you back and offer you a cheaper price.

Similarly, we must learn to read the informal feedback our clients give us. It can be a facial expression. It can be a sudden loss of interest in your service. It can be that all of a sudden, when you call, they don’t pick your calls, or you send them a message, they read and don’t respond.


Now know this, feedback doesn’t only have to do with you, your product or service, sometimes, it has to do with the customer, his state of mind, his financial economy, and more.

That is why the 4th point is, learning from the feedback you receive. How do you learn? By doing detailed analysis of:

1. The customer
2. Your product and service

So let’s look at the customer and what we can learn from them.

A. The age of the customer
B. The gender of the customer
C. The educational level of the customer
D. The job the customer does
E. The financial class of the customer
F. Where the customer lives
G. What the customer has seen your competitors offering.

Of course, there are many other things we can learn from the customer, which we can classify as feedback. But let’s take the ones listed above and see how it ties into our feedback system.

When creating a feedback system, make sure that you include all the categories listed above. Then, when you receive the feedback, you can break it down to learn more about the feedback.

For example, here at Ayefro Inc, we love Feedback. We are where we are today, because of constant feedback from the community of clients, vendors, and other stakeholders. So lemme use our last WedTech Workshop we held at Holiday Inn hotel to explain.

After the workshop, we took feedback from the participants of the workshop. Most were generally positive. However, we received feedback that the Workshop content focused more on vendors who are now starting their businesses. So established vendors were not too happy. What did we do with the feedback? We asked of the ages of those who were unhappy. We looked at their gender We looked at their financial class. We looked at the kind of job they do, Etc.

And we learned from it. Then, most importantly, we applied what we learned. So this year, we are breaking the workshop into two different sessions.

The first one we would do on 22nd April, Easter Monday, will be aimed at already established vendors. And we would provide them with the tools and knowledge to expand their businesses. The next workshop, will focus on those who are now entering or thinking about entering the wedding and events industry.

So far, we’ve only spoken about the informal way of collecting feedback. Now, let’s look at the best ways to collect formal feedback.

1. Ask for feedback for your entire delivery. Not just the product.

Common ways to do feedback include,
1. Having a rating system.
2. Asking your customers if they will recommend your product or service.

2. Rating system.

Don’t just ask, “how was the cake I delivered for your wedding”

Rather, ask;

“Can you please Rate the cake in terms of

1. Size
2. Sugar quality
3. Delivery
4. Timeliness
5. Price
6. Customer service
7. Did it meet your expectations ?
8. What can be done to improve it?”

As an MC, what kind of questions should you ask?

1. Are you ok with the time I turned up?
2. Did I talk too much?
3. Were my jokes appropriate or cringe worthy?
4. At any point in my performance, did you regret hiring my services?
5. Are my prices reasonable?
6. Was my attire appropriate?
7. Would you choose me again?
8. What didn’t you like?

There’s so much to share, so little time.

Please, make sure you don’t miss out on our WedTech Workshop on Easter Monday, 22nd April, at Holiday Inn hotel, airport, Accra.

There are slots for only 100 vendors.

It’s open to all vendors in Ghana, not just vendors in this group.

The 20% discount, only 7 slots remain.

Today’s WedTech session was brought to you by Pinkies Bridal and Events Lounge, Ofankor.

Contact Pinkies for your events venue in and around Ofankor, Pokuase, Tantra, Lapaz, etc.

Also sponsored by Primus Photogrpahy
Contact Primus Photography for excellent and world class wedding and events photography.

By MC Kafui Smart.
If you want a corporate and professional events MC, look no further than @MC Kafui Smart.


Team Ayefro.


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