Our company recently began working with a website optimization service. As the introductory phone call drew to a close, our new account manager asked me to take a customer satisfaction survey—and told me, “That’s how I get paid.” This was useless, awkward, and inappropriate. It showed that what I had to say didn’t really matter. […]
An Analyst Perspective on Customer Surveys: Customer surveys make up a multi-billion dollar industry, and many of us get at least one per day. But just because surveys are everywhere doesn’t mean they’re always good. At Interaction Metrics, we often find that companies assume they’re ready to launch their customer survey as soon as they’ve […]
Unstructured data presents a goldmine of information, but mining that gold is no easy task—it requires coding with detailed text analysis. To be clear, unstructured data includes customer survey text comments, customer service calls, emails, chats, reviews, and other narrative sources of information. It’s the data that doesn’t fall into neat, easy categories—so the signal […]
Last week I spoke at the Society for Service Executives Symposium in Chicago. As always, when the primary topic is customer satisfaction, there was a lot of talk about NPS (Net Promoter Score). As I have often said, it’s a tired customer survey question—and that’s just one of its shortcomings. Another issue, as Lori Bocklund […]
The point of a customer survey is to learn what you don’t know, and gain insight into what’s driving customer satisfaction and dissatisfaction. And while billions of customer surveys are issued each year—typically including open-ended comment fields—most survey programs lack research protocols for listening to and understanding what customers are actually saying in those comments. […]
Most customer satisfaction surveys suffer from uneven customer representation, which leads to inaccurate data. As the saying goes, “garbage in, garbage out.” And let’s face it, garbage should never be the basis of your business decisions. You deserve facts, not fiction. So here are a few ways to improve your customer survey sampling methods to […]
We’ve written a lot about customer satisfaction survey errors, but, time and again, we see the same mistakes crop up. There are a lot of errors surveys make, but these are 5 of the worst. Check out our latest Slideshare about this topic and read on, because these are the kinds of errors that alienate […]
Customer feedback surveys don’t have to be bad. But they often are. Case in point: I recently took a survey that began with this question: What insights did the company hope to gain here? If a large number of respondents answered “Poor,” what would that mean? Provide more graphics? More text? And where? Questions like […]
It’s practically a given that every company will issue a customer satisfaction survey, but the old way of doing things isn’t working anymore. Customers are fed up with long surveys full of questions that don’t apply to them, and their responses to these surveys end up as useless numbers that don’t represent the actual customer […]
Last week at 8 PM, one of the top 4 car rental agencies called to survey me about my most recent experience renting from them. Since I was in a good mood—and I had a question for the company—I said ok. Unfortunately, it was a waste of time, for me and them. We’ve written about […]