Experience Marketing - Written by Michael Leander Nielsen on Tuesday, October 21, 2008 8:54 - 2 Comments

PITFALLS IN CUSTOMER SURVEYS

Our customer satisfaction doubled in comparison to last year”.

“Our customers are the most satisfied throughout the industry”.

“95% of our customers consider our service excellent”.

Everyone has heard these statements and of course they sound good, but are they really valid?
The truth is that - in fact - many empirical studies are not valid. In many cases, basic rules of empirical research are ignored, results often become eyewash leading to misinterpretations and wrong (re-)actions.

The following article written by TeleFaction describes the most common empiric pitfalls and shows how these can impede the right course of direction.

Wrong Intervals
Although outstanding customer service is concordantly considered one of the most important differentiators in modern economy, many companies do not know which level of service-quality they actually provide to their customers. In a desperate attempt to get an overview of what customers want and feel customer survey initiatives are done each year, sometimes only every second year. These surveys are not only costly to conduct, but do not even provide a comprehensive picture of reality. When customers are surveyed only every 12+ months, this irregularity and infrequency makes it impossible to measure the effect of the actions that had been taken by the management to improve customer service. Too long time spans between customer surveys lead to unclear relations between cause and effect become unclear; ambiguity rules.

READ THIS ARTICLE AT RETURN ON BEHAVIOR MAGAZINE. CLICK HERE



2 Comments

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Michael Leander Nielsen
Oct 21, 2008 8:57

This is a very relevant article for anyone interested in measuring customer satisfaction and customer loyalty. Especially the automation part I find quite interesting and relevant

email marketing lead
Nov 14, 2008 4:12

email marketing lead…

I found your post comments while searching Google. Very relevant especially as this is not an issue which a lot of peaople are conversant with….

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