You secured great customer feedback, congratulations! Oops, according to our research 67% of you will not follow up with those who took the time to participate in your study.

The point of conducting a customer satisfaction survey is to learn what your customers are thinking. The disconnect comes in though when you don’t report back to those participants what you learned (even in general terms) and what changes that you will be making based on the newly secured intelligence.

A huge part of building customer and brand loyalty is as much about listening as it is responding to concerns. If you fail in this part you will do more damage than had you not conducted the research at all.