Fix Common Survey Errors with a Smart Process

by Martha Brooke | May 6, 2015

An often-cited statistic is that 80% of CEOs believe they deliver a superior customer experience, yet only 8% of their customers agree. With an equally-alarming ACSI score of 77, it’s fair to wonder: are you sure you know what’s going on with your CX—is it possible you’re missing something?
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Is your customer satisfaction survey good? Really good? Customer satisfaction surveys are a multi-billion dollar industry. Unfortunately, most customer feedback is riddled with errors. From sampling issues to poorly worded questions, the state of customer feedback is weak. It’s especially unfortunate because, with a clear process in place, survey errors are entirely preventable. Watch our video to see common errors and how our process avoids them.

How to ensure an error-free customer feedback process:

» Allocate enough time to evaluate your satisfaction survey for flaws such as using double-barreled questions and insider-language. These kinds of questions don’t make sense and result in inaccurate data.

» Get creative with questions and customize your survey to your industry and company. That way your survey won’t sound like every other survey, and the questions will be relevant to your customer base. Make sure you are asking enough questions to capture insights but not so many that you turn customers off.

» Present the findings in ways that are unambiguous and motivate teams to take action. In most cases, the findings should be highlighted with excerpts from customers’ comments. This deepens your customer feedback findings and enables your team to walk in your customers’ shoes!

Take a peek at our latest video. You’ll get ideas for how you can improve your customer feedback program.

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