Doing a satisfaction survey in concept is a great idea. After all for business to grow they need to know what their customers are thinking and feeling. In order to know the business needs to survey customers. You need to ask them and generate customer feedback.
Here are a couple of problems with this simple concept.
First research out of Harvard and the London School of Economics shows that “satisfaction” has 0 correlation to future growth. The researchers found that even when customer satisfaction was high people would often switch. The reason for this is “Customer Satisfaction” is fickle. A person will say they are satisfied with a restaurant, dentist or coffee shop but they may never come back. You must measure a person’s willingness to risk their reputation and recommend.
The next challenge is how do you get people to provide meaningful customer feedback?
Comment cards are not the answer. The people that most often leave comments are the people that had a FANTASIC experience or terrible one. Studies show only about 10% - 15% of people on each end take the time to fill out the comment card.
The next issue with comment cards is tabulating the data. Who has time to enter all of the information and then do an analysis of the results?
Did I mention this is all a waste of time if you don’t ask the right questions?
Customer satisfaction is the key to long term business growth and success. But getting useful customer feedback is not as easy as you may think.
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