As a CX profession we’re addicted to surveys. We want to know more about our customers, and a survey is our first response.
A survey by itself is neither good nor bad. But what we forget is the unintended side effects of our surveys. Remember – how you survey your customers is another part of your customer experience. It does no good to learn how you’re doing if the result of your survey is a worse customer experience.
Take my recent stay at the Greensboro Marriott. It’s a nice hotel, and I probably would have given a 9 or 10 on their survey. Until I received this email (emphasis theirs – not mine): Read more