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10 Reasons
Why Satisfaction Surveys
Don't Fail
Author: Michael WhitehouseIntroduction
Survey-driven attitudinal analytics have exposed can yield insights that his monochromatic approach the hearts and minds of real website visitors, and never could.the findings have started a whole new wave of conversations about the voice of the customer Yet given his stature and the reputability of the in corporate boardrooms. Gone are the days company he works for, Reichheld's arguments have when customer relationship management meant often been cited as reasons why online customer only periodic telephone satisfaction surveys and satisfaction surveys are not the way to go. Therefore, bi-yearly focus groups. With online attitudinal this paper will do more than just meet and discredit reporting at their disposal, progressive decision Reichheld's objections-it will propose 10 reasons makers are continuously attentive to the voice of why satisfaction surveys absolutely do not fail.their customers.
This flourishing industry is not without its critics, 10. Online surveys are getting more and however. There are influential voices in the field more unobtrusiveof market research that have lobbied for a more minimalist and simplistic approach. In his seminal work on customer loyalty and brand evangelism, The Ultimate Question, consultant Fred Reichheld People like knowing that their opinions are valued, argues that satisfaction surveys are poor barometers but they are always conscious of the demands being when it comes to the true salient issues with which placed on their time. Reichheld contends that when companies are grappling. Further, he dismisses the "surveys grow to thirty or forty questions or more.notion that high customer satisfaction, within the response rates drop, and the sample size shrinks," frame of feedback surveys, has any causal link to a pattern that, according to him, "introduces sample 1 corporate performance and growth. bias and makes scores volatile and unreliable."Gratuitously long telephone surveys can certainly Reichheld's work is not to be taken lightly. Indeed, become tedious very quickly, especially if there are he is incontrovertibly a pioneer in the movement to young children needing attention in the background monetize customer loyalty. Yet, in many ways, he or dinner boiling on the stovetop. Responding to overstretches himself in this book and attempts to more than 10 questions in a situation like that might impugn the value of customer satisfaction surveys be an extreme exercise in patience. Yet with an in ways that are, at best, misguided and, at worst, unobtrusive online survey, delivered after the site misinformed. All of his analysis is based on offline visit, there are surprisingly low leakage rates, even observations; indeed, despite being written within as the number of data points collected exceeds 30. the last eighteen months, his book has a decidedly dated feel to it. Nowhere does he grapple with Consider the following example, taken from data the nascent phenomenon of survey-based web collection for a major electronics OEM. Structurally, analytics and the way in which this type of analysis our survey allows for drop-off only after the first
1Fred Reichheld, The Ultimate Question, 79.
iPerceptionstwo sections, which, in this case, comprise 25 data A similar pattern emerges across industry verticals, points. As the graphic below demonstrates, even as such that low samples sizes are most frequently the number of data points collected rose to 30 and attributable to low site traffic, rather than wholesale then 35, the abandonment rate never exceeded 8% survey abandonment. While response rates are of the total sample during this five-month collection not dissimilar to those observed in offline market period. A robust enough sample base, devoid of research, completion rates regularly trend above bias, was maintained at all times. 90%. People like keeping their word and seeing a survey through to its end. By soliciting responses without obstructing the site visit or taxing the visitors' time, it is that much easier for them to do so. Further, Respondents through first sections ... [download for more]
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