If you contact the customer support of your utility company, phone carrier, bank, or other service provider you’ll likely be flooded with requests to rate the experience and provide feedback. Likewise, corporate websites and email communications often solicit feedback via embedded buttons or links to online forms.
What’s with this corporate obsession with customer feedback?
Are these huge piles of feedback actually analyzed and acted upon? Is customer feedback some sort of corporate cargo cult? Or maybe clever marketing by vendors of feedback tools and services?
The impression is the feedback is just discarded or ignored.
At the company I work for we actually make and sell products on Amazon. We ask for reviews for 2 reasons: 1. Star rating = sales. Pretty simple. 2. We compile customer complaints and try to resolve them. Our sales team goes through all of the negative reviews and tells the production team, fix this, and we actually fix it (if possible).
Our company is only about 100-120 people. The CEO/owner actually does work and is involved instead of just watching and looking at numbers so it’s definitely not your typical corporation.