"A week after a customer makes a purchase on the Spreadshirt platform, we follow up with a customer review survey," Lasky says.

That's how the company learned that its customers usually had clear expectations about shipping times -- and, perhaps more importantly, that those expectations did not always match up with reality.

"In response to this, we were able to more effectively communicate reasonable expectations to our customers and provide more shipping options," Lasky said.

There. Problem solved.

Would that all companies could glean such valuable customer data from their surveys.

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Keywords: customer satisfaction, customer service levels, value chain IT, supply chain management IT, supply chain solutions, retail customer tracking