When you do [customer satisfaction] surveys, it usually screams out that you know nothing about that customer or their purchase history, and you’re giving them a mixed message on whether you listen to them. Although you’re asking them to take time to fill out the survey, they never hear back from you about what you’re going to do in response to the results. So in and of itself, the survey almost destroys half of the relationship you’re trying to build.
Source: “Loyalty: It’s Worth More Than You Think”
Original Publication: LOMA