As a customer experience company, we field a lot of questions from prospects about customer feedback. In fact, it’s common for prospects to have a system for collecting feedback—from rudimentary snail-mail surveys to online survey platforms. But it’s uncommon for them to have a system for acting on that feedback.
Here's the thing: If you’re not acting on customer feedback, then there’s not much reason in collecting it.
Well, unless you’re after another pointless meeting or two. Or you really enjoy bullet-heavy, meandering PowerPoint decks. Or if you have a real hankering for reports to hide in your desk drawer.
I suppose if those are your reasons, then by all means, collect away.