Ah, the customer survey. Communicators always start out with high hopes for their customer surveys. They’re excited to ask customers a bunch of questions, and are prepared to be enlightened. Time and money are invested into even the shortest, simplest surveys. But when results come back muddled and jumbled, it makes you wonder why you even bothered in the first place.
On the other hand, some organizational leaders don’t dare make a move without first checking the results of their latest survey. For them, if a topic isn’t covered in the survey, it doesn’t get a place in the strategic plan. These leaders live and die by each perfect score and each failing grade.
Assuming surveys are a joke is no better than assuming they are the holy grail of business success. This begs the question: Is there a happy medium? Fortunately, yes. But the happy medium comes as a result of having educated expectations.customer service, customer surveys