Martha Brooke

How to Use a Research Mindset to Avoid Huge Survey Blunders

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. ...

How to Shorten Your Survey and Avoid Junk Data

Peter Drucker famously quipped “if you can’t measure it, you can’t manage it” and that’s especially true when it comes to feedback from your customers. But what if your surveys are so long they distort your metrics? Or, suppose only outliers take you...

Answering NPR: Why 5-Star Rating Systems Don’t Work

On NPR’s Morning Edition, Jan 8, 2019, social science correspondent Shankar Vedantam, discussed an issue that should be top of mind for any company that uses 5-star rating systems. According to NYU professor John Horton who researched online marketpla...

How to Invite the Most Honest Customer Feedback

Today’s Case Study: SurveyGizmo  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-u...

5 Ways to Improve Your Customer Service Chat—Today!

There are many modes of customer service (phone, in-person, email, etc.). But, when done well, chat is by far the best. It reduces customer effort,...

Ready to Get ROI on Your Great Customer Service? Think “Conversionally”

Whenever I run a webinar on how to drive ROI from customer experience, I get an unusually high number of registrants. This leads me...

How to Make your Survey Better than Nordstrom, Lowe’s, and Wal-Mart

I know you get asked to take surveys all the time, because I do. Even the shortest business trip results in at least 5...

One Concept that Improves All Your Customer Service Interactions

In the US market alone, there are hundreds of customer service consultants offering thousands of customer service improvement strategies which begs the question: does...

6 Steps to Improve Your Customer Satisfaction Surveys

I’ll be moderating conversations about VoC at next week’s Operations Summit and it got me thinking… It’s practically a given that every company will...

3 Ways to Get More from Your Mystery Shops

At conferences, I’m often asked about mystery shopping, and it got me thinking: there are a lot of misunderstandings about what mystery shopping can...

Customer Experience: Use The Right Metrics

If you’re not achieving your goals for the customer experience, you’re probably not measuring at the correct level; learn what that level is. Goals: Companies want...

Genius Tips to Improve Your Customer Survey

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...

Customer Comments + Intelligent Analysis = Gold

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...

Break Your NPS® Routine

NPS® is a routine question used in customer feedback surveys. Nearly everyone has seen it: How likely is it that you would recommend us...

“Talk Your Walk” with Branded Customer Service

Your company’s brand: it represents the qualities and values of your products and services. So shouldn’t your customer service showcase your brand? Branded customer service...

One Call Does It All: Get there with the Proactive Solutions Score

It’s a familiar scenario: you call a company’s customer service, get your problem solved…and then discover it wasn’t solved at all. It’s a frustrating...

A Cold Night, Hot Soup…and Great Customer Service!

Not too long ago, while checking into a hotel on a damp San Francisco night, the front desk clerk noticed my sniffling and asked...

Beyond Surveys: Capturing the Real Customer Experience

Customer feedback surveys are great because they can be objective and easy to implement. But they only capture the tiniest slice of the actual...

Get a Better (More Accurate) Customer Satisfaction Survey—Your Questions Asked and Answered

Earlier this month, I discussed how to improve your customer satisfaction survey in a GoToAssist webinar. Participants shared lots of comments and questions, so...

Fix Common Survey Errors with a Smart Process

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....

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