We examined the point-of-purchase surveys for 51 of the largest US retailers, finding that retailers like Nordstrom and Wal-Mart waste customers’ time—and their own—with critically flawed satisfaction surveys.

The two biggest problems:

  1. Biased questions.
  2. A failure to engage customers and show customer listening.

Based on an objective evaluation of 15 survey elements, on average, the surveys scored a 43, a clear F grade.

Other findings include:

To get real value from their point-of-purchase surveys, retailers need to:

Since the nation’s largest retailers are producing shockingly flawed surveys, the findings from this study should be considered by all companies that use customer satisfaction surveys.

The retailers selected for this study were the National Retail Federation’s (NRF) largest retailers, omitting supermarkets and membership stores. The surveys were collected between June 23 and July 27, 2016.

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