One of THE most ignored best practices in Customer Satisfaction strategies is to share with your customers that you heard their complaints and have taken action to minimize or alleviate the concerns that the customer should have noticed.

An example of this can be found in a blog post called Dell takes Action on Customer Feedback . In this post Dell, which used to be know for ‘Dell Hell’, covers many topics, both what they heard from customers and what they were doing about each of the problems.

1. Support

  • We heard: Offended by up sell while trying to get support.
  • We heard: I would consider paying a premium for better built in support.
  • We heard: Language and cultural barriers are difficult, agents do not show empathy.
  • We heard: Too many dropped calls and unnecessary transfers.
  • We heard: Foreign support should use birth name not alias.
  • We heard: Dell should have a better relationship with Microsoft for dealing with support issues.

2. Brand / Corporate Responsibility

  • We heard: Why didn’t we know that Dell is listening?
  • We heard: Why don’t we hear more about the good work Dell is doing around the world?
  • We heard: Stop selling and start educating.

3. The Dell website:

  • We heard: Make it easier to find the system or accessories that will meet a specific set of needs.
  • We heard: Excessive proactive chat pop-ups and technical issues.
  • We heard: Providing website feedback is difficult.

Dell even has a website devoted to how they listen to customers called We Listen, You Win. I found the name a bit strange but the concept is good. Dell is using both Twitter and Facebook to expand its engagement and support of customers.

Have you heard of other companies that are not only listening to their customers and taking action but also reporting back to their customers on what they heard and what they have done about it ? Are the actions visible ie that a customer would have noticed or could research and verify? Has it improved customer satisfaction?  Leave you comments below.


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

2 Responses to “Customer Satisfaction Tip: Share lessons learned and actions taken”

  1. Kate Feather Says:

    Sounds like Dell is doing an exceptional job of closing the ‘customer feedback loop’ by actually noting and applying what customers say. IMHO, the next step in customer satisfaction/customer engagement is applying that closed-loop approach to individual customers. So, instead of posting what whole surveys have found, follow up with the individual customers who actually complete the surveys. That way customer feedback can actually drive customer retention as well as improving processes. We’ve written about this on our blog, and provide this through our Customer Alerts system. For a sampling, read “Schlesinger Associates: Real-Time Feedback from CEM Solution Helps Company Stay on Top.” This is a case study of one b2b company that improved customer loyalty and grew current accounts by following up on customer feedback in real time.

    Great work on the blog, and good point– customers rarely actually know if their feedback is being heard. Posting it like Dell does protects survey pools and brand reputations alike.

  2. Adele Says:


    Thanks for your comment. I totally agree with you. When I worked at IBM, a best practice for relationship surveys and surveys dealing with the selling process required the sales representative to review the survey with the customer. It was mandatory for any survey which showed dissatisfaction.

    We found two things. First, we worked on fixing any issue the customer was dissatisfied about. Often the act of reviewing the survey, let to a new business opportunity. Customers reward vendors who take the time to listen to their feedback and take action to resolve issues, on a one on one basis.

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