The starting point when designing customer loyalty feedback programs should be understanding what your customers care about and how well you are meeting their expectations. Unfortunately, many attempts at customer loyalty surveys fail to include all three critical elements required to collect that understanding and so fail to provide useful information to the business.
By not including all three critical elements the results of many customer loyalty surveys are worthless. Don’t get me wrong, the results are often interesting but ultimately worthless because you get results but have no idea what to do with them. [Read more…]