Customer Surveys
96% of unhappy customers never let you know.
Whether the satisfaction surveys you use are pen and paper based or dynamic web forms, they are invariably riddled with flaws. Surveys are prone to a variety of biases and more often than not just don't ask customers the right questions. Despite this, surveys continue to be used for the simple reason that they are an easy way find out what the customer thinks. But herein lays the greatest problem with surveys: when it comes to finding out about whether customers will buy again, it doesn't matter what customers think—it matters how they feel.
Debunking the MythInnovative companies will question the truth of their customer surveys or even dump them for the following 4 reasons: |
Our Better WayHere are 3 ways we ensure your satisfaction survey will be done correctly and lead to actionable next steps: |
- Response Bias: The fact is not everyone on the satisfaction spectrum is equally likely to respond to your survey. The upshot is that your data may be true for a subpopulation but which subpopulation? Moreover, the satisfaction level of your customers at large is unclear.
- Design Limitation: The easiest, fastest way to setup and analyze a survey is to constrain answers to a set of multiple choice options. But when it comes to customer feelings, things are not neat and tidy and 5 point ratings usually don't make sense.
- Bogus Questions: Many questions are irrelevant to the customer or are poorly composed and confusing. For example, double-barreled questions like, "Was the representative informative and easy to talk with?" contain two questions and are impossible to answer with just a 'yes' or a 'no'.
- Gaming: When answers are collected by staff that is personally invested in the results, gaming is rampant. For example: What about those surveys filled out by upset customers? You'll find them in yesterday's trash.
Open and closed questions are written in a way that thoroughly engages customers with the survey.
Proactive techniques are used to collect data, thus ensuring we get an even representation of your customer base.
When presenting our findings, we incorporate multi-media clips with charts and graphs to bring information to life and show the story behind the data.
To find out how we ensure top-notch customer satisfaction surveys, let's talk.
For a more complete look at customer satisfaction surveys, see our report: Surveys: Pros & Cons, Mostly Cons.
