Abstract:

Customer feedback is beneficial for business establishments because it is able to identify their weaknesses and strengths. This paper deals with Staffino: a specialized tool for obtaining customer feedback. The aim of the paper is to find out managers’ experience of this tool. In order to do this, twenty-three interviews with managers were analysed with use of the qualitative approach in the form of content analysis. There were identified four main thematic scopes: (1) how Staffino helps in doing business – in general, (2) Staffino as an opportunity to communicate with customers, (3) received feedback/evaluation as an impulse for improving business practices and (4) relation between staff and obtained feedback, especially in the context of remuneration.