Do you ever wonder what separates the organisations that really excel at customer feedback from the ones that fail dismally?
What actually separates Zappos, Amazon, Southwest Airlines and Apple, organisations with outstanding customer loyalty, from the companies you’ve never heard of, because they are entirely forgettable?
Do they have doctorate level statisticians analysing their data? Maybe but that’s not the difference.
Do they have psychologists who write intricate and sophisticated questions? Actually, the very best use simple easy to understand questions and surveys.
Do they have inspired leaders that make everyone just want to provide great customer service? Mostly, but it’s not the inspiration that is the difference. [Read more…]