If companies really wanted to improve then every customer satisfaction "email" would just make it clear. 1) You can reply to this email 2) A human will read it 3) We care about what you say, value it, and will think about it. 4) We may even act on it, and keep you updated of what happens. Such a system would cost nothing in technology, lead to drastic improvements in service and satisfaction, but would take some human time. Instead we have companies like Qualtrics about to float for $14bn. Based entirely on an utterly flawed way to MEASURE satisfaction expensively. And offers zero clues on how to improve it. It's value is a sign of quite how badly Marketing has lost it's way. We've totally lost any common sense or direction in a world where we think Data is everything, when it's simply a mechanism for passing blame, reducing career risk and assigning bonuses. reassure people that they would be listened to and could help …see more