Why Considering All Customer Feedback Is Key

By: Susan Ganeshan

December 8, 2014

Did you know that 95% of customer feedback in the world is ignored by brands? Considering that Forrester calls this the “Age of the Customer,” that statistic should shock you and make you think. It should also make you act.

The first step to remedying this problem is to focus on what customer feedback your organization has and what feedback it can easily gather. Then, you need to find a way to evaluate all that feedback fully. To understand why this is important, let’s consider a large hotel chain, which we’ll call Hotel X.

Hotel X was like most businesses: They were conducting regular post-purchase (or in this case, post-stay) surveys. These surveys were telling the hotel that, while it had some areas for improvement, not a lot of changes to the customer experience were needed. Most of their survey replies were a 4 or 5 out of 5.

Hotel X then took the time to peel back the layers of customer feedback and look at the comments customers left on the surveys. From there, they were able to determine that the bed not only had the greatest volume of feedback, but also produced the most negative feedback. This was due in part to the pillows and in part to the sheets and the mattress (as seen in the word cloud below). Keep in mind that beds are hard to change in hotels, but sheets and pillows are easy to adjust.

1st infographic

(click image to enlarge)

This is important feedback to consider. If Hotel X had stopped with their survey feedback and not added in social and call center feedback, they would have missed a large part of the customer experience picture.

Contrary to popular belief (and as seen in the chart below), social feedback data generally skews relatively positively. While countless experts like to talk about the effects of individual viral negative social comments, the reality is that most people don’t want to be seen as whiners. So across most social platforms — especially those where their reputation matters — customers don’t complain as much as you think.

The rest of the blog post can be viewed on CustomerThink