Once customers provide feedback, listening to that feedback is critical for customer retention. Take your local car dealership as an example. Perhaps they sold you a terrific car. In fact, you still enjoy driving it today. But your relationship with the dealer veered off course after you took the car back for servicing. The service itself, while not meeting your expectations, wasn’t necessarily terrible. So what turned you from a dissatisfied customer to a disappointed one?
Each time you received service, the dealership sent you a customer satisfaction survey asking for feedback. You responded to each one. You even took the time to include comments explaining the reasons why you didn’t rate the dealer at the top of the scale. You also asked them to call you so you could provide constructive feedback, human-to-human.
The call never came. Nor did an email response. Nor any kind of acknowledgment that you had made the effort to answer their survey questions to help them improve.
In the end, the customer satisfaction survey was about collecting a number, not understanding your feedback and taking appropriate actions to improve the experience. As a result, you came away with the perception that the dealership didn’t care enough to respond to your feedback.
One of the fundamental elements of an effective Voice of the Customer (VoC) program is the need to “close the loop.” When a customer makes the effort to respond to your customer satisfaction survey, you owe it to them, at a minimum, to acknowledge they took the time to share their opinion and to thank them for it. Anything short of that leads them to doubt whether you’re truly listening to them, and they are likely to think twice before filling out another customer satisfaction survey in the future.