Answer a customer’s feedback

Do you send out surveys to your customers? What do you do with the feedback you get?

My mom recently was surveyed by her bank. The survey was 6 pages long and she took her time to answer all questions. She is not happy with her bank and she thought, her answers would matter. She saw a chance to change things.

Some time later she received a letter by her bank. They thanked her for taking part and proudly presented the results according to which the customers were quite happy and satisfied with the service.

Nobody ever contacted her to speak with her about the things she had critised. One of them was that after more than 30 years as a customer the clerkes still didn’t know her name. Her voice didn’t matter at all and she will most certainly never again answer a survey.