Obviously, if you are fielding a customer satisfaction survey, you want to have good questions. However, some companies have stopped fielding surveys. They are flying blind. Why? Management claimed that they were spending a lot of money to find out that the numbers never changed! Of course, they had not executed the necessary improvements to change the numbers. More importantly, they had not used customer data to develop the questions!
If the questions were written by engineers and market researchers without consulting customers, how relevant are they? It could be that the company referenced in the previous paragraph would be getting more information, more actionable information, if they had good questions, relevant questions.
We talked in a previous posting about how many businesses that changed brands on a product, do so because of poor customer service, having nothing to do with the performance of the product. Does your survey ask about non-product performance? Shouldn’t it?
As Dilbert says above, how relevant is your data? Are your questions important to customers?
If you need help developing a survey that reflects the Voice of the Customer for your customers, give us a call at StiehlWorks (619-516-2864).
What do you think, is the expense of executing customer satisfaction surveys a good investment? Is the data worth the cost?