A simple change in words can influence the response. Choose your words wisely as it may skew your results!
It’s Tuesday afternoon and you’ve just been handed a stack of customer feedback forms with a wealth of information and data to go through and analyse before Friday. You look at the forms; there are numbers, scales, and paragraphs upon paragraphs of commentary.
You pause for a moment and breathe. Where do you begin? What can you even do with all that information?
The length of your customer survey is just as important as the questions you’re asking. So exactly how long should your customer survey be?
Your customer feedback data collection process is going just fine. You’re collecting lots of interesting results, sending reports to your peers and generally feeling good. But there’s a nagging problem: nothing is changing in the business. The scores are not improving, but they are not getting worse either.
Maybe you’ve neglected a key part of the customer feedback process: root cause analysis and action planning.
In a recent piece of research we identified that Finding and Applying Quality System Methods was one of the 9 Secrets of Successful Customer Feedback and Action Programs. A common, useful and easy to learn approach to understanding how to drive change in your score is the 5 Whys Process.
What Really Works in Customer Feedback Programs
For many years now we (Genroe) have been working with our clients to help them create and run successful customer feedback and Net Promoter® programs. Over that time we have seen many good implementations, and some not so good implementations.
While we have seen lots of great ideas and know quite a few pitfalls that will likely spell failure, we wanted to really expand the statistical validity of what works and what to avoid.
So we performed some primary research. The goal of this research was to identify which attributes of the customer feedback and action process contribute to overall success and failure.
After analysing the responses from 80 participants we identified 9 Key Takeaways for organisations wanting to maximise the success of their process. [Read more…]