Customer satisfaction surveys are a two-way street: They help companies explore the inner workings of their customers' minds, while allowing consumers to suggest improvements that will improve their own experience, as well as those of other customers. However, many companies neglect to treat these surveys as a vital step along the path to building customer engagement and improving customer service.

Chadwick Martin Bailey's CMB Consumer Pulse survey "Opening the Door to Customer Engagement" highlights the average consumer's interactions via customer satisfaction surveys. This study, conducted in conjunction with Research Now and iModerate Research Technologies, surveyed 1,481 U.S. residents age 18 and over to assess their participation and perceptions. While many respondents said they do share their opinions via such questionnaires, companies often fail to use the comments and complaints as a starting point for further conversation.

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