Online Customer-Service Surveys: Is Anybody Listening?

Do big companies really care what people say on customer satisfaction surveys? Do the results trickle down past an analyst’s spreadsheet at corporate headquarters? Do companies actually take action? As a focus group of one, I’m here to report that, yes, there are real people reviewing, listening and following up on what us, paying customers, have to say. And in doing so, they are helping cement customer loyalty. Let me explain.

I recently stayed at one of those national inn & suites chains in Minneapolis, but had a less than satisfactory experience with the sleeping arrangements. While my travel colleague slumbered peacefully on a pillow-top king-sized bed, I ended up in the other room with the sofa bed, which, once unfolded, displayed more peaks and valleys than the Rocky Mountains. A quick examination showed that the frame was bent and twisted, and many of the springs were broken. I ended up tossing the mattress on the floor and had at best a fitful night of sleep.

A week after that stay, I received an online survey from this hotel chain. Rooms clean? Check. Courteous staff? Check. Variety of food at breakfast? Yup. Stay with us again? Maybe. Anything else about your stay that concerned you? “Yes, please fix your broken sofa beds!” I said.  I pressed submit, got the usual “thank you” bounce back and thought nothing of it, until today, when I received a follow up email from the manager of that very hotel.

This was not one of those generic emails saying, “Thanks for your recent stay, come see us again.” This email was personal. 

“Dear Ron: We apologize for the concerns you had about your experience at this hotel. We will actually be replacing all pull-out sofas this next year as we complete a major renovation. In an effort to display to you our concerns for guest satisfaction I am going to invite you back for 50% off a return night.  We appreciate the feedback and will use it to fine tune our operations in the hope that upon your next visit, we can meet or exceed your expectations.”

It was signed by the inn’s assistant general manager, who also provided direct contact information.

How’s that for customer service 101?  It has what another Sundog blogger termed ”The Human Touch.”

You can bet I’ll be giving this place another chance…all thanks to an online survey, where a Big Company “walked the talk” of customer service:

They asked for real input…listened...got the feedback directed quickly to the front lines…who in turn took responsibility…offered to make it right with no corporate B.S.

Most importantly, a real person invited me back, where I now look forward to a good night of sleep, even if it is on a sofa bed.