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View Diary: No, I Can't Rate You a "5"!!: The Proliferation of Meaningless, Aggravating Customer Surveys (60 comments)

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  •  I'm in an entirely different business, but (3+ / 0-)
    Recommended by:
    commonmass, Aunt Pat, patchmo13

    one thing we did with good customers was an in-person survey. My boss, who was a VP of our entire region, would ask the client to set aside an hour or so for an in-depth survey. This 8-page list of questions was used as a general basis for discussion. He's allot however much time the client wanted to spend.

    Invariably, we learned a great deal. For example:

    1. The customer knew us for one service, but had no idea that we did other things that they needed

    2. The customer really liked our project team, but didn't get along well with the project manager. If we were willing to swap out that person, we'd get more work

    3. The customer had some concerns about our past performance, but given the attention of this survey and a chance to hash them out, they were ready to consider us again for future work.

    E-mailed surveys were of really no use at all. People ignore them, and the results are invariably used to support someone's foregone conclusion that all is well.

    Some drink deeply from the river of knowledge. Others only gargle. -- Woody Allen

    by cassandracarolina on Mon Apr 30, 2012 at 08:49:05 AM PDT

    [ Parent ]

    •  In certain kinds of businesses, that's the way to (2+ / 0-)
      Recommended by:
      cassandracarolina, Aunt Pat

      go. I did something similar in several churches where I was Music Director. Every August, we'd invite the congregation to submit their favorite hymns, and include as many as possible in the services. Then I would invite anyone who wanted to to come to a Q and A with me, the clergy, and the Worship Committee to get some feedback. While I don't direct music by "survey" (you just can't) it was valuable feedback, and minimized the anonymous complaints one tends to get in that field.

      If you involve your customers (or in my case, parishioners), and make them feel genuinely involved, even if they don't get every change they're after, they have a far greater sense of investment in the product. It's just good business sense. Period.

      Santorum: Man on Dog; Romney: Dog on Car. Ren and Stimpy: Dog on Cat

      by commonmass on Mon Apr 30, 2012 at 09:07:37 AM PDT

      [ Parent ]

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