Is there a perfect survey question?

In our search to find the perfect customer experience metrics, many times we are looking for that perfect survey question. Do either exist? 

One of those perfect questions has been popping up in social media recently. It’s a question that Delta Airlines asks at the end of their satisfaction survey.  It goes something like this: How likely would you be to hire the last Delta representative you talked to, if you ran a customer service company?

The question sounds good on the surface, but something is missing. The question is quite hypothetical and requires the survey respondent to imagine themselves in a situation that may or may not have any knowledge about. The question might even make them feel uncomfortable.  If the respondent rates the rep low, will they get fired or reprimanded?

I would rather see something much more actionable. If I could tweak that question and make it more perfect, I would change to something like

“Do you want Delta Airlines to hire more people like the one you worked with today?” 

This change removes the hypothetical situation from the equation and gives Delta an action they can take. Also, I think this is really what Delta is trying to learn anyway. Just my opinion.

What do you think? Is there a perfect question? If so, what is it? What do you think about Delta’s question and what do you think about the modification I propose?

Let me know your thoughts and perspectives. If you found this helpful or if it rings true for you, please take a moment to share this with your network by entering a comment, liking the post or sharing the link on social media.

Also, check out my website and blogs for more details on customer experience and survey best practices. Go to www.DesigningTheDifference.com

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