Happy couple sitting by the table enjoying coffee

It might be obvious to focus your attention and act on the negative comments received via your satisfaction surveys. We’ve recently covered why negative feedback is good for your business and how to deal with it, as well as how neutral feedback impacts CX.

However, often overlooked are people who leave a Good or Excellent score with comments detailing their experience. These customers can still give you valuable insights, so it’s important you carefully read their feedback and act on it to retain their loyalty.



According to Gartner, 81% of marketing leaders responsible for customer experience say their companies will mostly or completely compete on the basis of CX by 2019. Yet only 22% say their CX efforts have exceeded customer expectations. That means businesses need to gain a better understanding of their consumers’ needs and start acting on their feedback.

Investing in customer feedback solutions will help you determine how well you’re meeting your customer expectations as well as identify areas for improvement. But even if you receive high satisfaction scores every month, it’s important you don’t stop listening. People who give you high scores can also have suggestions on how you could do better.

Avius’ data shows that people who leave a Good rating in CSAT questions write more detailed comments than those who leave a Poor rating (although the most detailed feedback comes from neutral respondents). Many of those have indeed suggested in their comments what they would like to see more of or what hasn’t quite met their expectations that day. Act on this feedback. Otherwise, you’ll risk losing loyal customers to your competition.



Customers who leave positive feedback will often mention a name of a particular person who made their experience excellent. It might be a receptionist, a fitness instructor, or a waiter. Always acknowledge and reward your employee’s great performance and commitment. Use positive customer feedback to support your employee reward system. As they’re customer-facing, acknowledge your hard-working staff and make them feel appreciated.

Find out more how employee engagement drives customer satisfaction and results in better business performance from our blog.

Smiling young man leaning on the cafe counter


Your customers’ comments may often mention how great your food is or how impressed they are with the facility’s cleanliness. Make sure to keep it that way. Use feedback to stand out from the crowd. If you achieved excellence in the customer service area, shout about it. But don’t let things slip as people will quickly notice if you lower your standards.



Customers who consistently have great experiences with your company will share it with their friends or family members via various channels. According to a recent report by SitelGroup, consumers are quick to advocate for a brand; 49% said they would post a positive review online or on social media to get others to make a purchase from a brand with which they had a good experience.

Use consumer advocacy to increase revenue. A 5% increase in customer retention can boost company revenue by 25% (Bain & Company). Therefore, nurture those who leave you positive feedback and in return, they’ll be loyal to you and more likely to spend more money with you in the future.



Feedback from happy customers can boost staff morale and increase business revenue. But even those most satisfied can have suggestions on how you could do better. When deploying satisfaction surveys, make sure to ask Why? or include an open-ended question at the end. That way people will not only be able to detail their experience, but also recommend changes.

If you need help designing the perfect survey, get in touch with our team today.

By Natalia Kaczmarek