Customer Survey Burnout

It's important to get the "voice of the customer" to guide your business decisions, but in your push to get that information, are you pushing too hard? Liz Pulliam Weston suggests that many companies are doing just that. Her recent article points out that what you do with that information you collect is the most important aspect. If you just collect the customer feedback, they will burn out and stop giving you feedback. You have to act on that feedback and let the customers know that you have.

The same is true if you collect employee feedback. Many companies do an annual survey. They only get answers from 20-30% of the employees. Why is that? It's because the employees who have been there through the past two or three surveys realize nothing comes of their suggestions so they stop providing feedback.

Whether it's customer feedback or employee feedback, don't collect the information unless you have a program in place to do something with it.