I’ve done a lot of business with this company over the past five years, and it’s always been a great experience. About twice a year, they send out a survey. I’ve always shared glowing comments and high scores – until recently.

First, a little background. The surveys are always short, and because I like the company, I always fill them out. Since I’ve never had anything negative to say or guidance to offer, I assume that’s why I never heard back from them. Still, even an automated email might have been a nice touch. Then, as mentioned, I recently had a bad experience. I told my wife, I hope they send the survey now because I’d like to tell them what happened.

By coincidence, a survey arrived in my inbox. It had two questions. The first asked, On a scale of 1-10 (where one is not likely and 10 is very likely), how likely would you be to do business with us again? I gave them a four.

The second question asked why. I told them I’ve enjoyed doing business with them, but in my recent experience, they made several mistakes. I shared what happened and also mentioned that despite the bad experience, I would continue to do business with them again. In other words, they were getting another chance. I also mentioned that if I were a first-time customer, I would most likely not come back.

There was one optional question asking if they could follow up with me. I shared my contact information, but unfortunately, I’ve not heard from them. It’s now been a month, and it may be time to stop hoping for a response.

In my customer service and CX research (sponsored by RingCentral), there is an entire section devoted to surveys, and two findings apply to this experience:

• 72% of customers say they never hear back from the company or brand after completing a survey.
• 71% assume the company or brand won’t make changes after receiving their feedback.

So, here are three lessons we can take away from this experience:

1. Keep the survey short. The company did this well. A few questions that take the customer a minute or two to answer will provide insight into their level of happiness and why they feel that way. If you want more information, ask permission to send a longer survey.
2. Send the survey at the right time. This company gets a perfect score for timing. Keep in mind that sending it out three weeks after the experience is way too late, and sending it out before the experience is over is obviously too soon. (Yes, it happens!)
3. Acknowledge the customer! Failure! This may be the most important lesson, and it is what this short article is all about. If the customer is willing to spend time sharing their opinion, thank them for doing so! And, if appropriate, acknowledge their specific feedback and let them know how you are using it.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.

Shep Hyken
Shepard Presentations, LLC.

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