Category: Customer Satisfaction Surveys

Companies everywhere use surveys to measure customer satisfaction. But are their surveys good? When thinking about how to improve survey results, the usual path a company goes down is this. First, a company buys a license to a platform like Qualtrics, Medallia, or SurveyMonkey. They Google to find examples of survey questions. And they brainstorm […]

When done correctly, customer satisfaction surveys uncover your wins, gaps, and missed opportunities. That’s why customer survey companies abound. But first things first, do you need a customer survey company? Or, with the various software platforms like SurveyMonkey, should you just pay for the software license and do it yourself? Survey Software or Customer Survey […]

Is human connection a pillar of your brand? Are your people central to your company’s core values? If so, your customer service should be staffed by employees who know how to add a human touch. Otherwise, your customer service will undermine your message and leave customers feeling you’re conflicted and out of sync. What it […]

From misrepresentative samples to insufficient use of logic gating, there are myriad mistakes companies make with their surveys—mistakes that lead to inaccurate, unscientific data. But the single worst customer survey mistake is having the wrong mindset. This happens when a company treats its customer survey like a task to be completed rather than a growth […]

While customer surveys may seem simple, there’s a lot behind them and a lot that can go wrong. Customer Success Directors know that surveys are complex. At the same time, they are charged with getting the survey done! That’s probably why one of the top questions I get is, “what are the hacks?” “What are […]

NEWS: Jason Bader interviews Martha Brooke about Surveys in Pandemic Times Nov 11, 2020: Jason Bader, Supply Chain & Distribution Thought Leader interviewed Martha Brooke about customer surveys and how to get an objective read on your company’s performance, especially considering COVID times. Take a Listen! They agreed that when the world is in flux, […]

Does your customer feedback include open-ended survey questions? If so, what are you doing with the verbatim comments? Are you simply reading them? Or, are you quantifying them and showing the actions you’re taking? My guess? You’re missing the one thing you need most. Rating questions show your scores, but verbatim comments do the heavy […]

Bill Gates said, “The coronavirus pandemic pits all of humanity against the virus.” And that about summarizes our current state. While it’s unifying how we’re faced with the same challenge, there’s significant variation among individual experiences. This is highlighted in the relationship between companies and their employees. So now more than ever, companies need insightful […]

Last Updated: April 10, 2026 Your customers are telling you what’s wrong. The question is whether anyone’s listening. Most companies collect feedback. They send surveys, track NPS scores, skim a handful of open-ended comments. But then nothing happens. The customer who took five minutes to explain a problem never hears back. The issue doesn’t get […]

Are you staying safe? How are you feeling? With staggering societal upheaval, you probably want to understand how your partners, staff, and distributors are responding to COVID-19. Do they have enough PPE? Where do they see things headed? A survey is a great way to capture these insights… IF it’s done well. One company told […]

Have you ever wondered if those surveys companies relentlessly send are biased or missing the point? You’re right. Most surveys are so flawed they’re broken.
Last year, I wrote about how Whole Foods asks customers to take their survey in a disorganized way. I also examined an Alaska Airlines Read more…

Every day, everywhere, companies send email surveys, smiley face surveys, or call to request our customer feedback. It’s overwhelming. However, as we enter the holiday season, let’s acknowledge that when an associate is incredibly helpful, it’s nice to be able to say “thanks!” Consider when an associate goes the extra mile: it feels good to […]