The Heart of the Matter
We need to create a standard for customer satisfaction surveys. In this post, I propose the following Customer Experience Surveying Principles:
Make it short;
If you ask it, use it;
Never ask a question when a query will do.
A few weeks ago I met with another consultant offering customer satisfaction surveys, although as only a small part of his business. The conversation turned to methodology when he said “I just like to put together a few questions, and get something out there quickly.”
When I showed shock at his cavalier approach, he argued, “What you have to realize is that these companies are not in the business of doing customer satisfaction surveys. They just don’t want to spend much time thinking about it.”
I was offended at the remark, but held my tongue. What I wanted to say was “They’re not in the business of doing accounting, either. Do you suggest they do a similar half-a** job of that, too?” I simply could not believe he argued for such a deliberately casual and careless approach towards a customer-facing effort.
Unfortunately, he is not alone in this disregard towards interrupting customers. Why else do we find so many terrible surveys? He is casually regarding two pillars that I hold dear: My customers and my brand. How you treat the first directly impacts how they see the second. But apparently this viewpoint is unique.
How else do you explain JC Penney’s satisfaction survey question: “Please select the number 2 for this question.” I get it – they want to validate the scientific accuracy of the response. But what does this say about their opinion of their customers? “We don’t think you’re paying attention, so we’re going to ask a question that shows our low opinion of you.”