Questionnaire Design for a Global CX Program


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We get asked a lot when designing global CX programs “Do you use exactly the same questionnaire around the world or can we vary it up a little bit?  What’s the best way to do this?”  I had a chance to sit down with Paul Herdman, MaritzCX’s global automotive design expert, and asked him that exact question.

It boils down to incorporating a core group of questions that are fundamental to the program and gives the C-suite exactly what they’re looking for to measure their business outcomes around the world.   These are non-negotiable and can vary by organization.   They are fundamental and do not change over time.

Around that, regional elements are built that are pertinent to each region.  In this way, a program is developed that has the global standards desired by the executives but is regionally relevant to allow those managers to manage their business.

See what you think and let me know.

Until next time.


Republished with author's permission from original post.

Chris Travell
Chris Travell is VP, Strategic Consulting for the Automotive Group of Maritz Research. He is responsible for working with Maritz' Insight Teams to further the understanding and application of the firm's automotive research. He has appeared on numerous television programs and is often quoted in Automotive News, Time, USA Today, Edmunds, Detroit Free Press, The Globe and Mail and various other publications in regard to issues related to the North American automotive industry. He is the principal contributor to The Ride Blog, Maritz Research's automotive blog.


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