Martha Brooke

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 issue a customer satisfaction survey as part of their VoC program. But it’s NOT a given that every survey 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 and can’t do. Some see mystery shopping as a simple check-in; others see it as too artificial for an accurate customer...

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 to give and get value through the customer experience—what are your goals? To deliver proactive customer service? Reduce customer…

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 just because surveys are everywhere doesn’t mean they’re always good. At Interaction Metrics, we often find that companies assume they’re…

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 while billions of customer surveys are issued each year—typically including open-ended comment fields—most survey programs lack research protocols for listening...

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 to a friend? This question assumes that customers think in terms of their likelihood to recommend companies—but all too often, it’s...

“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 gives your brand substance and depth. While your competitors are busy showing their brand simply through advertising, you’ll be cementing...

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 experience—but a preventable one. Companies that solve all problems in one call offer the best customer experience and maximize their...

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 if I wanted chicken soup. “That’d be great,” I replied, assuming it was just a sympathetic comment and not an...

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 customer experience, especially when it comes to the experiences customers have with contact centers. According to CallMiner, companies may have 45...

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 here are a few more ideas and resources. Participants shared lots of comments and questions, so here are a few...

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. From sampling issues to poorly worded questions, the state of customer feedback is weak. It’s especially unfortunate because, with a...

Your Survey (Probably) Sucks: 5 Survey Errors

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...

The Most Valuable Customer Research Tool is Also the Most Underused.

Satisfaction surveys (done well) are a great way to collect facts about your customers. The problem is, no matter how good they are, they don’t capture your customers’ complex thoughts and feelings—about you, your marketplace and your industry. To get a detailed picture of...

Surveys: Know What Your Customers Are Good For—and What They’re NOT!

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…

3 Big Mistakes a Gift Basket Co. Made in their Satisfaction Survey

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...

Stand Out! Brand Your Customer Service.

Sometimes customer service reps do everything “right” but miss the point of your brand entirely. You work hard to define your brand, but if you ignore the capabilities of customer service to communicate your company’s values, you miss a crucial opportunity to show customers...

When Customer Listening Doesn’t Listen: The Case of the Car Rental Agency

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...

Why Didn’t AT&T Apologize?

In this past Sunday’s The Haggler, (David Segal. “When Your Longest Call Is the One to Correct the Bill.” The New York Times, August 14, 2014), David Segal covered a particularly bad customer service experience with AT&T. To summarize: AT&T wasted countless hours of a doctor’s...

Lead by Example: How to Avoid Being the Comcast Call from H***.

By now, you’re probably one of the millions of people who have heard Comcast’s current call from H***. And while the spotlight is on Comcast, Michelle deHaaff correctly points out in her blog that an incident like this “could be happening in your company...

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