Survey Fail


Share on LinkedIn

This picture (which comes to me from Failblog) nicely encapsulates two of the key challenges in collecting customer feedback:

First, you need to make sure your customers can actually take the survey. Many survey methodologies systematically exclude some segment of your customer base. Unless you account for that there’s the risk you could be overlooking something important.

Second, you need to make sure the survey itself doesn’t bias the responses, either through poor questions, or because the process (like in this case) annoys your customers.

For what it’s worth, I had my own problems with an AT&T text message survey last year.

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.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here