Martha Brooke

The Drives & Motion Division of Yaskawa America, Inc. has been recognized for its customer experience excellence with the prestigious Interaction Metrics Gold Award.To achieve the Gold Award, nearly 100 aspects of Yaskawa were analyzed using statistically-valid samples derived from customer feedback surveys sent to End-Users, Distributors, OEMs, and Yaskawa employees.The customer experience metric used to evaluate Yaskawa’s success is QCI™ Score (Quality of Customer Interaction).

Listening to your customers is smart—as long as you ask thoughtful questions that elicit useful insights. Unfortunately, when it comes to customer surveys, too many companies go through the motions, conducting customer surveys just to say they did it. That’s a big, BIG blunder. To avoid this, customer experience teams need to establish clear goals and put on their research hats. This means tackling customer experience with a research mindset.

Is your survey too long? Here are four solutions for how to shorten your survey and avoid survey fatigue with your customers.

For anyone who hasn’t used a ridesharing app, once you’ve arrived at your destination, the app asks you to rate your driver between 1 and 5 stars. These ratings are said to provide valuable information, but if customers aren’t sharing what they really think what’s the point?

How to Fix Common Customer Satisfaction Survey Errors from Martha Brooke

Do you have time for a survey? Can you give us some feedback?  Tell me how I did!

We are all too familiar with customer feedback requests as they bombard us from every side: email signatures, website pop-ups, phone queues (“press 1 after this call to …”), even the grocery gal circles a survey she’d like us to take at the bottom of the receipt.

There are many modes of customer service (phone, in-person, email, etc.). But, when done well, customer service chat is by far the best. It reduces customer effort, increases customer satisfaction and answers customers’ questions quickly. Plus, it’s less costly than the phone, is more immediate than email, and it amplifies conversion by showing up on your website just when customers are about to bail.

Getting an ROI on your great customer service is an important goal for any company. Customer Experience Helps ROI Whenever I run a webinar on how to drive ROI from customer experience, I get an unusually high number of registrants. This leads me to believe that while there are more customer experience (cx) roles than […]

Last Updated: May 14, 2025 Survey Overload I know you get asked to take customer feedback surveys all the time, because I do. Even the shortest business trip results in at least 5 surveys: Delta wants to know about your flight; Hilton wants to know about your stay; Enterprise asks about your car rental and […]

Another Customer Service Improvement Plan? In the US market alone, there are hundreds of customer service consultants offering thousands of customer service improvement strategies which begs the question: does anyone need yet another plan to improve customer service? I think, decidedly, yes, for the simple reason that most customer service remains lackluster and inconsistent—while executives […]

Martha will be speaking at two events this month. On May 8, you can find her in Los Angeles at the ASOA ASCRS Annual Congress, sharing the stage with Randy Baldwin, CareCredit VP Industry Marketing. They’ll be presenting “10 Laws You Need to ACE the Customer Experience.” Attendees will learn how to improve customer service […]

It’s always important to think about how you can improve your customer satisfaction surveys. Most surveys are littered with errors that drag down your response rate and the accuracy of your data. I will be moderating conversations about Voice of Customer next week at the Operations Summit. It got me thinking, it’s practically a given […]