Category Archives: Customer Satisfaction Surveys

6 Steps to Improve Your Customer Satisfaction Surveys

by Martha Brooke on March 24, 2017

I will be moderating conversations about VoC next week at the Operations Summit. It got me thinking, it’s practically a given that every company will issue a customer satisfaction survey as part of their VoC program. But it’s NOT a given that every survey will improve customer satisfaction. Think about your own satisfaction survey for […]

Voice of the Customer: It’s NOT About You!

by Martha Brooke on December 14, 2016

What’s the point of doing a customer satisfaction survey? Well, rather obviously, to gauge how customers perceive you, and where their expectations are being—and not being—met. This requires walking in the customer’s shoes and designing your survey from the customer’s perspective. Sound simple? It is…sort of. Unfortunately, organizations run a high risk of tunnel vision, […]

Retailers Waste Time with Critically Flawed Surveys

by Martha Brooke on November 1, 2016

It seems that we’re asked to take a customer satisfaction survey with nearly every purchase. But do you ever wonder…do they really care what I have to say? Our 2016 Customer Listening Study, the first of its kind, evaluated the customer satisfaction surveys of 51 top US retailers. The main finding: retailers like Lowe’s and […]

A Really BIG Customer Satisfaction Survey No-No

by Martha Brooke on September 28, 2016

Our company recently began working with a website optimization service. As the introductory phone call drew to a close, our new account manager asked me to take a customer satisfaction survey—and told me, “That’s how I get paid.” This was useless, awkward, and inappropriate. It showed that what I had to say didn’t really matter. […]

Are You Benchmarking OR Innovating?

by Martha Brooke on August 10, 2016

Benchmarking has a history of helping businesses compete in global markets. But these days, many companies are missing out on the opportunity to innovate due to an over-reliance on benchmarked metrics. The practice of benchmarking was born in the 1950’s with companies like GE and Toyota. Then, what was in vogue was a process called […]

Genius Tips to Improve Your Customer Survey

by Martha Brooke on July 22, 2016

An Analyst Perspective on Customer Surveys: Customer surveys make up a multi-billion dollar industry, and many of us get at least one per day. But just because surveys are everywhere doesn’t mean they’re always good. At Interaction Metrics, we often find that companies assume they’re ready to launch their customer survey as soon as they’ve […]

What You’ll Never Get from NPS (Or Any Other Outcome Metric)

by Martha Brooke on June 30, 2016

Every company has its own take on customer experience—what are your goals? Perhaps you’re looking to stage the customer experience to strengthen customer loyalty and retention. Or, maybe you need more proactive customer service to increase First Call Resolution (FCR). Sometimes, customer surveys paint a rosy picture, but your sales numbers tell a different story—and […]

Unstructured Data: Mining the Gold

by Martha Brooke on June 16, 2016

Unstructured data presents a goldmine of information, but mining that gold is no easy task—it requires coding with detailed text analysis. To be clear, unstructured data includes customer survey text comments, customer service calls, emails, chats, reviews, and other narrative sources of information.  It’s the data that doesn’t fall into neat, easy categories—so the signal […]

Customer Comments + Intelligent Analysis = Gold

by Martha Brooke on April 12, 2016

The point of a customer survey is to learn what you don’t know, and gain insight into what’s driving customer satisfaction and dissatisfaction. And while billions of customer surveys are issued each year—typically including open-ended comment fields—most survey programs lack research protocols for listening to and understanding what customers are actually saying in those comments. […]