This research demonstrates that firms can increase customer spending by simply asking customers to "say something nice" about their experience.
“Soliciting open-ended positive feedback can create positively biased memories of an experience; the subsequent expression of those memories in an open-ended feedback format further reinforces them, making them more salient and accessible in guiding future purchase behavior."
Firms tend to focus efforts on customer complaints, but this study suggests that strengthening bonds with your happiest customers can be just as important, he concluded. “There are new opportunities to engage with your most valued customers to increase future behaviors.”
Peer-to-peer problem solving can lessen the need for firms to actually have to contact their supplier for a traditional customer support service call, research indicates. This communal collaborative effort is what's solving customer problems, enabling firms to leverage the collective knowledge and wisdom of their customer communities for greater operational efficiencies.