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More Than Half Of Consumers Respond To Satisfaction Surveys To Report Positive Experiences

Written by Ken Gaebler
Published: 4/15/2011

Consumers use customer satisfaction survey to voice good experiences or suggestions for improvement.

Entrepreneur news has found that businesses may want to pay greater attention to customers who complete satisfaction surveys, as 50 percent who do so hope to improve the company, a recent survey finds.

Consumer Satisfaction Surveys

Research from Chadwick Martin Bailey turned the common precept that customers only respond to surveys to complain on its head. In addition to the above figure, it also found that 57 percent of respondents answer surveys to share a good experience and 81 percent complete the forms equally for positive and negative experiences.

"Our research shows that companies currently managing customer satisfaction or 'Voice of the Customer' programs have a huge opportunity to cultivate and nurture key customers," said Jeff McKenna, senior consultant and director of customer satisfaction solutions at Chadwick Martin Bailey.

"Overall, they are showing devotion to a company and, at the very least, companies should be thanking the customers who provide insightful comments," McKenna added.

Customer satisfaction surveys can be delivered through a variety of channels, including email, direct mail and social media. Regardless of the medium, businesses will want to ensure questions are worded clearly and concisely to see the best response rate. 

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