Have you ever had a discussion during which a friend asks for your thoughts on a particular issue? You think carefully and provide the best advice you can muster. Your friend “listens” and, when you are done says, “Yeah, but I think I am going to go ahead and…” You think to yourself, “Why did you ask my opinion if you already knew what you were going to do?”
When friends engage in this behavior it can be a mere annoyance, but when you engage in this behavior with your customers it can be detrimental to the relationship. Obtaining feedback from your customers is an awesome responsibility.
While you cannot and should not comply with the opinion of every person who participates in your surveys, you should go into the initiative with an open mind, prepared to change positions and alter your approach. What you thought your customers needed may not in fact be the case. The rewards program you were planning to end may be a greater draw than you previously anticipated. The factors that you thought motivated your employees may not matter after all. Be prepared to revise the plan. Otherwise, why are you even asking for feedback?