CSS has conducted close to 1000 research projects over the years, many of which were web-based surveys. And oftentimes, in addition to or instead of completing the online survey, respondents e-mail us directly with questions or comments – and we respond personally to every message on behalf of our clients.

Some of the comments are rants, and some are raves, but one thing that’s interesting is their reaction to our response. Whether it’s a complaint or a compliment they share, they’re ALWAYS appreciative that we responded to their message.

In many cases, they’re probably appreciative just because – these days – too many companies don’t respond, so the customer’s expectation level for good customer service and responsiveness is really low.

But in other cases, they’re appreciative because of what we said and how we said it. We thank them, make some specific note about what they described, and – if appropriate – tell them we’re going to share their comment with our client so the client will follow-up with them directly.

The key here is making “some specific note about what they described.” This isn’t an auto-response we’re sending; it isn’t an insincere “I hear you, I hear you, I hear you” message. It isn’t a pure form letter.

They took the time to share their personal feelings, thoughts, and experiences, and we took the time to specifically acknowledge and appreciate them and what they shared.

Why do people share? They share just to share, but they also share to be heard.

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