Note: This article was originally posted in 2012. Best Buy no longer uses this survey, but this poor design is still used by companies who insist on extra-long surveys.
How do you know when a company’s on the ropes? Some observers watch cash flow. Others look at turnover. Me? I look at how a company treats its customers. When a company’s customer experience starts to drop, it’s time to sell the stock. I’m afraid that may have happened at Best Buy, especially when I look at their new customer satisfaction survey.
Customer satisfaction surveys are critical for creating your customer experience. A great survey puts your customer at the center of your customer experience design, allowing you to learn and improve as you go. But this only works when you design the survey from a perspective of customer respect. When your customer satisfaction survey design assumes your customers aren’t paying attention to the survey, then why bother? In the past, Best Buy’s culture was centered on the customer experience. But their recent update to their customer satisfaction survey shows that at least one group thinks their customers are unworthy of respect. (more…)