Stop Asking Customers What They Think - If You’re Not Going to Do Anything About It

Check out Mark Hillary’s Substack summary of Melanie’s recent CX Files podcast conversation with Peter Ryan on the topic of customer feedback & insights.

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Most companies are drowning in customer feedback. Surveys. NPS scores. Post-call questionnaires. Social media comments. Contact center transcripts. And yet… nothing changes.

In this episode of the CX Files, Peter Ryan speaks with Melanie Disse, founder of Melanie Disse Consulting, about one uncomfortable truth:

The problem in CX isn’t a lack of insight. It’s a lack of action.

The Great CX Illusion: “We’re Listening”

Companies love to claim they are “customer-centric.”

They send surveys. They track satisfaction scores. They build dashboards full of colorful charts.

But as Melanie points out, this is often just theatre.

Most organizations are very good at collecting feedback. Increasingly, they are getting better at analyzing it too.

But the final step — actually doing something with it — is where everything breaks down.

And customers have noticed.

That’s why so many people now treat surveys with cynicism. They don’t believe their feedback will lead to change — because, in most cases, it doesn’t.

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