Ineffective -- That's the Problem with Customer Satisfaction Surveys

Article Abstract

There are three problems with many customer satisfaction surveys. First, the questions do not permit interpretation of customer satisfaction. For example, the survey may not account for responses from individuals who have no transactions with the company. Second, surveys do not investigate how dissatisfaction translates into market damage. It is vital that any customer rating other than the highest be seen as potentially damaging to the market. Too many survey questions are irrelevant and do not, for example, examine the importance of word-of-mouth communication among customers. Third, surveys do not identify the causes of dissatisfaction. Even if a potential cause is counterintuitive, it should be investigated. For example, customers may unexpectedly rate inefficiency above rudeness as a cause of dissatisfaction. A core group approach can help turn properly collected data into customer satisfaction. The core group should be formed of cross-functional senior executives. The group should benchmark customer satisfaction. The group also should assess current customer service and then design improved service and complaint handling systems.

Keywords

Customer satisfaction (CS),Customer service,Customer surveys,Data analysis,Marketing

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