Customer satisfaction and satisfaction surveys are a critical part of business success. The challenge is many companies think that by doing comment cards they will know if their customers are satisfied.
Yesterday, I shared one of the problems with comment cards is that only the lovers and haters take the satisfaction survey. If you missed it please read it.
Today I want to talk about the next mistake that organizations make when it comes to satisfaction surveys and comment cards.
Simply put they ask the wrong questions. If you ask a person the wrong question it doesn't matter what they answer.
Think of this from Alice in Wonderland...
Alice: Would you tell me, please, which way I ought to go from here?
The Cat: That depends a good deal on where you want to get to
Alice: I don't much care where.
The Cat: Then it doesn't much matter which way you go.
If you ask the wrong questions it doesn't much matter!The Cat: That depends a good deal on where you want to get to
Alice: I don't much care where.
The Cat: Then it doesn't much matter which way you go.
Here are a few common mistakes...
Please share your thoughts…
I'll see feedback tools that will ask people to just share their thoughts. When you do this you are wasting both your time and your customers time. How will you ever use this to improve? You will at best get random bits of data but not real information that you can use.
Then you have the Extremely Satisfied to Extremely Dissatisfied questions.
I'm sorry to tell you but measuring "satisfaction" has little or no value. One study found that it has 0 correlation to future growth. The reason is people will tell you they are "satisfied" but will never come back. The questions doesn't require the person to have a skin in the game. They have nothing at risk.
Lastly wrong questions don't allow your organization to use it as a tool to improve. It makes it at best raw data but not information that you can use.
Many people use the term "Customer Satisfaction" as a generic term for will the customer do business with me again. The problem is it should be... will my customer risk their reputation and tell their friends and family to do business with me again. You shouldn't do "satisfaction surveys" you should do risk surveys.
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