Improving loyalty is a big reason companies survey customers.The challenge is finding ways to actually accomplish that goal. Customer service leaders tell me confidentially that analyzing survey data is astruggle. Getting leaders to take meaningful action is another tough task.
Interesting article on contact opt-in options at the end of surveys. Having the ability to contact customers at all satisfaction levels is beneficial, but for the upset customer I recommend guaranteeing a call back within 24 hours and delivering on it each and every time. With APECS® Action Alerts, our clients find that customers appreciate the quick attention to their feedback and can often turn bad experiences into good ones.