Posts Tagged ‘research’
Experience Marketing - 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. Continue…
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