This is an (other) interesting blog post from Roger Dooley at Neuromarketing called Replies can change customer minds
It's an interesting post in itself and something we've also been articulating to organisations for a long time, but more interestingly it actualy happened to me recently and I did exactly what the research suggests others do. I'd stayed with a colleague at a hotel the night before working with a client. I'd never stayed there before and picked the hotel for it's convenient location, walking distance from where the meetings were to take place.
Anyway to cut a long story short it was ok but not a great experience and so when I got an email feedback survey I grasped my opportunity. As part of my feedback, I also said I was unlikely to either stay there or recommend the hotel. I was then surprised to get an email from the Hotel Manager himself the next day following up on my feedback which we discussed. The upshot was it actually reversed my opinion of the hotel and I definitely would give it another try.
So there you have it, it does work. Again another important point we also advocate with clients - follow up on feedback with customers, in a personal way and quickly. It's like the saying goes..."problems are like a taxi meter..." You get the rest I assume!