Guest Post: On Customer Surveys
It’s time to rethink customer surveys, data collection, and outcomes.
In my previous post, I asked a couple of questions with respect to customer centricity, in particular, “Do we really need to collect all these customer data?”
Well, a recent real-world experience bought me back to this question, and now I wondered: “What will they actually do, what actions will they take with all these data?”
Over Christmas I stayed in a hotel for a couple nights, and as customary, I was sent a link to a survey. I started it in good faith, expecting something concise and valuable. My aim was to share my great experience with others and recognize some super customer service.
The survey was a monster! My goodness! As I plowed on through the raft of questions, my enthusiasm dropped, and by the time I got to the last section dealing with the uniform/appearance of the housekeeping staff, well you can imagine! Patiently and persistently, I kept going, all the time trying to make sure my frustration at the survey didn’t bias my assessment of the actual experience.
At the end two questions struck me:
What on earth are they going to do with all these data? And more precisely,
What actions can the hotel management actually conclude from all my data, alongside that of other survey respondents?
I truly believe that customer feedback driven development is key, whether it’s a software solution or the improvement of customer experience in hospitality. How many times do we as customers provide reviews, feedback or survey responses?
While there are always new methods, tools, apps or services to better execute a survey, how much real-world impact comes from converting this output into an outcome, which benefits the customer and ultimately the business?
Wouldn’t it be better to focus on a few areas for attention, a feature or function to effect either a marginal gain or a more fundamental change?
KPIs measure and monitor performance, to identify areas for development, where customers will often show us the way forward, so the next time you conduct a survey, ask yourself:
What insights will these questions provide?
Do I have the resources to collate, analyze and derive a conclusion?
Do the questions I am asking align with the development goals I have set for customer engagement and business development?
What outcome will these data lead to?
Remember that it’s about putting customers at the CENTER of your business and leveraging their data to drive mutual success. Surveys can help, as long as they are brief, focused, and part of an overall communications strategy. And a final thought…don’t be afraid to ask survey questions directly with your customer, over a cup of coffee or tea, in person. The conversation and insights will delight both of you!
Curious about best practices for customer surveys? Reach out for a free initial consultation today.