This, according to research by the firms Chadwick Martin Bailey and iModerate Research Technologies, as recently report in the April, 2012 issue of CRM Magazine.
“Companies are asking their customer to do something for them and then not doing even the basics to express their appreciation or thanks or to let them know that their feedback was heard,” noted a senior analyst at one of the firms.
Turns out, when a response is given, 39% were satisfied, 35% indifferent and 26% were dissatisfied.
Deeper research by the firms revealed that slightly over 1 in 4 customers complete a customer satisfaction survey. Of those, about 80% say they complete surveys somewhat frequently, or frequently (all told, from 3 to over a dozen times). They do so because customers feel “it’s part of their job as a customer.” 57% said they did so to give feedback to help improve the company. They expect a response.
And yet, almost two-thirds go unanswered. That’s a real missed opportunity.
Customer satisfaction research “is about the opportunity to engage and often recover your customers after a bad experience,” notes Chadwick analyst Jeff McKenna. Most companies asking customers about a recent experience don’t even take advantage of the opportunity to turn a service failure around.
The research indicates two basic reasons: one has to do with companies working with old, outdated CRM systems; the other is fear – the fear that customers will take advantage of them. So apparently, rather than working toward helping the majority of honest people, companies let fear of the few impede their customer service responsiveness.
The good news in the research is that 57% of customers complete surveys to share a good experience, versus 35% who do so to register a complaint.
In the last analysis, while the problem should dictate the kind of response, everyone should get a response, even if it’s just acknowledgment of the customer comment, or an affirmation that we heard you and we’ll look into it.
This, apparently, is a conclusion that has gone largely unnoticed among too many companies.