Annual customer satisfaction research tend to provide organizations with a general insight into what customers think of them. Based on the results, general action is taken. The customer service department is told to do things differently, sales employees are sent to training days and attempts are made to make the logistic process more efficient.
In reality, these are all solutions that customers might experience the benefit of in the long term. But short term, they dont see any change at all. There concrete complaints turn into negative emotion and they will only remember the truly negative contacts they experienced. Problems that will only be solved long term, by which time that particular customer is long gone and wont benefit from improvements at all.
Voting 0
