Making Surveys Predictive


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There’s a simple but powerful technique I think should be part of every customer survey to make it much more valuable for business decisions: every customer survey should be linked to a record of the customer’s buying behavior.

Most companies already have this data available, and some companies are making a significant effort on “big data” analysis projects to try to tease out what it all means.

Taking the small extra step of including this data in the customer survey report makes use of the fact that, if you have a customer survey, your customers are already telling you how they feel about you. In many ways that’s a lot easier than hunting for subtle statistical clues in a tsunami of behavior.

For example, one of our clients found that, compared to “Very Satisfied” customers, customers who were “Somewhat Satisfied” or worse with a customer service call were about 4x more likely to take their business elsewhere within the next six months.

That’s not a small difference. Those customers are telling you directly that they are not loyal. Chances are, if you dig even a little you will find that they also told you (directly, in response to your survey question) why.

Are you listening?

Republished with author's permission from original post.

Peter Leppik
Peter U. Leppik is president and CEO of Vocalabs. He founded Vocal Laboratories Inc. in 2001 to apply scientific principles of data collection and analysis to the problem of improving customer service. Leppik has led efforts to measure, compare and publish customer service quality through third party, independent research. At Vocalabs, Leppik has assembled a team of professionals with deep expertise in survey methodology, data communications and data visualization to provide clients with best-in-class tools for improving customer service through real-time customer feedback.


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