Do Big Companies Even Look At Customer Feedback?

It’s a contentious question with people swinging on both sides.

The optimistic view is: Of course big companies look at customer feedback, otherwise why would they invest the time and resources into collecting feedback via social media, surveys, email and chat? These optimists insist that companies distill the most repetitive customer comments and then make decisions related to improving products and services based on those comments.

The pessimistic view is: Are you kidding? Large conglomerates that hold market monopolies, such as telecom giants, have little competitive incentive to improve their products, services and rates. These naysayers cite research from 2011 that shows companies on Twitter have a 30 percent response rate to customers who tweet complaints — though keep in mind companies have likely become more social media savvy since then, hopefully improving their response rates.

Related: Dear Chipotle, people want more than free burritos

The truth is that no one really knows the extent to which companies as a whole collect, sort, analyze and act on customer feedback. We can only look at specific examples, and make generalizations about particular industries.

The overall feeling is that technology companies, big or small, are particularly good at acting on customer feedback largely because they are part of a competitive culture that does not allow them to remain complacent. These businesses are fully aware that should they fail to heed customer complaints, they will lose their customers to an up-and-coming competitor.

Here are a few examples of large companies that are amazing at incorporating customer feedback into their business plans and marketing initiatives.

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Apple

The tech leader consistently ranks number one in customer service polls in large part because Apple is well known for its extensive market research before a new product is launched. Apple also administers feedback surveys immediately after the customer’s point of sale for both in store or online transactions. Their surveys use the Net Promotor Score to identify a customer’s satisfaction level and includes an open ended question that allows a customer to write a comment. Not to mention, Apple has a fast response time to customer emails and social mentions.

Related: Why people don’t trust Google and Facebook, according to new survey

Chipotle

The fast-food chain has seen remarkable fiscal growth since launching in 1993 despite an ongoing setback related to food poisoning at some locations. Nevertheless, Chipotle has long been hailed as providing excellent service and listening to customers. In 2014, the burrito chain heeded the advice of one customer who said he wished he had something to read while at their stores. Chipotle launched a “Cultivating Thought” campaign where brief messages from writers like Toni Morrison and Malcolm Gladwell appeared on company cups and store walls. The burrito chain’s stellar customer service can be pinned on its employees for being engaged, which experts suggest is because they have significant opportunities for career advancement with store managers able to make $100,000 a year.

Southwest Airlines

Within the airline industry, Southwest ranks extremely high for customer satisfaction which many attribute to its customer feedback loop. Recently the airline started analyzing live-recorded interactions with customers using speech analytics to get a sense for what customers really feel about them and their competitors. Furthermore, there are countless examples of Southwest owning up to mistakes by publicly apologizing and offering discounts to angry customers who feel they were mistreated. The airline is also known for having exceptional labor relations with its unionized employees. As a business, they have proven that they understand happy employees = happy customers.

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Can you think of other companies worthy of being singled out for great customer feedback practices? Feel free to share them in the comments below.