Implementing a distinct service recovery process (we call it the React process) is a very important part of successful transactional customer feedback implementation.
It is important because transactional customer feedback typically occurs around a service interaction. So, when respondents have an issue it is often around the transaction in question and the organisation has an opportunity to trigger a targeted service recovery process.
This has an amazing affect on the customer and the business.
The client is amazed that someone responded to their feedback.
The business can turn detractors into amazed promoters.