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Key Takeaways Effective survey design requires recognizing and avoiding biased or poorly constructedquestions – leading, loaded, and double-barreled – to ensure high-quality and reliable data. Next up, let’s tackle another common mistake that can trip up your survey’s effectiveness: double-barreledquestions.
If you are focused on creating the best customerexperience you know the importance of gathering authentic customer feedback and how it is important for taking the right action. Incorrect Question Correct Question Why do you think our customer service is the best? ” This implies the product is better.
Double-barreledquestions. Putting two separate ideas in the same question, like a double-barreled weapon, is a bad idea if you are looking for honest answers. is a double-barreledquestion. So, always focus on providing value to your customers, else they are not coming back!
While it feels good to reciprocate, let’s be clear: a Thank You Survey isn’t capturing objective facts about the customerexperience. If your associates email the survey or, at the end of a call, take customers to a screen to provide feedback, you’re doing a Thank You Survey. So, give and then give more!
Martha touches on why most customerexperience programs aren’t scientific, how you can become more scientific in your approach, and when and how to use AI in your survey program. If they were truly scientific, we would expect higher NPS and ACSI scores, and we would be having routinely good customerexperiences.
While it feels good to reciprocate, let’s be clear: a Thank You Survey isn’t capturing objective facts about the customerexperience. If your associates email the survey or, at the end of a call, take customers to a screen to provide feedback, you’re doing a Thank You Survey. So, give and then give more!
Here’s my shot at a definition: Customer Listening is a research-driven discipline that requires an open, curious, and scientific state of mind. It seeks concrete insights to improve the customerexperience and it explores customer successes, friction points, and missed opportunities. Now, on to the 5 standards….
Scour your survey to ensure that it doesn’t include any leading constructs. A survey is a flop if it assumes your customers already feel a certain way about your company or products. For example, don’t ask how satisfied your customers are with aspects of your company because that assumes they are somewhat satisfied.
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