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Thursday, 14 August 2014

CUSTOMER FEEDBACK - A BIG BLUFF?

I notice that a lot of shops encourage customer feedback by offering gift card prizes via receipts.  It would be interesting to know how many people bother to complete the online surveys.  I do.  It's painless and only takes minutes.

But I have often wondered what happens to all the feedback.  It would be interesting to gain access to the "journey" (well, if everybody else is overusing the word.....) of a piece of feedback.

How much feedback is actually actioned?  How much of it actually influences plans and policy?  Who reads it?  Who shares it?  Or is it just a big bluff to give the illusion that retailers are listening to customers?

Hmmmm!

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