The survey creates a new Customer Experience opportunity. What are you doing with it?

According to the Gartner Group:

95% of companies collect surveys from their customers
45% of companies alert the staff of the survey results
35% of companies use the insights
10% of companies deploy the insights to make improvements
5% reach out to customers thanking them for their feedback and telling them what they are doing about it.

Think about this from the customer's perspective. If a customer had a bad experience, 95% of them will become more disloyal as they believe that you are not acting on the feedback or don't care. You are the one taking the survey and creating an additional customer experience and giving the customer a chance to affirm their feeling by not acting.

If a customer had a positive experience and you don't respond, you are adding an opportunity cost of not creating a more loyal customer.

If you look at the rest of this customer rolled throughput yield, the fact that 50% of companies do not act on their customer feedback brings the question, why are you doing it and why are you subjecting yourself to more customer apathy?

One possible solution is to avoid structured deliberate surveys and to use Speech Analytics to find both positive and negative experiences. If the surveys are too hard to manage and act on, try something that will reduce the effort for you and your customers.