Where does a customer survey go wrong?
While some companies use it brilliantly to shape their product, brand and service, there are some who end up using it merely as a line item, something that needs to be done. Here are few thoughts that marketers could keep in mind while framing their customer survey. What do you think?
a. Is it about you or me?
Many a times, when I have filled out a survey, I feel that it is it’s about a company trying to improve their score, rather than my experiences.
b. Are you listening to me?
The survey should try and unveil a customer's experience with the brand and service. It should also make me feel that I am being a co-owner & helping the company improve. I am co-shaping the product, experience, service etc. I am not a passive but an active participant.
c. Try to KISS
Everyone's enthusiasm goes down with the scroll. If you want me to genuinely contribute, try and KISS, Keep it Simple and Short.
d. Don't expect me to refer because you are doing your job.
Many companies ask if customers will refer them, for just doing their basic job. I can be polite and mention yes, but unless you have genuinely made a difference to my life (mind-body-soul) why should I refer?
Competitive Intelligence | Market Intelligence | Market Developement | Sales | Partner Enablement | Social Media Marketing | Business Excellence
6 年Pragmatic
Elevate business through analytics.
7 年Vivek, let me give another dimension to your thoughts. Customer feedback is actually a tricky, time consuming and lengthy process. If the organizations just reach out to the last mile guys and encourage them to speak openly, they will come out with bag full of insights which will be of use to the organization. Usually customers either praise or refuse a product/service. but what makes a product successful is not the product itself but the very process which goes into its final delivery. Even if there is a dissat in the product identified by customer you may not always be able to fix the issues . By no means I say that customer feedback is not important but your last mile guy will give you a holistic actionable feedback. Are you guys doing such things because last mile guys wont open up with company officials ... you can play a role there as well.
Analytics Solutions Designer at Ericsson
7 年Just take care of POINT -A , and everything else will fall in place !
Helping organizations create a better future through Space that supports invention, discovery and innovation
7 年about the 3rd question, if not the first, if not with the assumption that all customers are equal....
Senior Product Manager at Tata Capital
7 年Well said. It should be more of an interactive session rather than telling the person to answer a questionnaire wherein the person gives conscious answers.