Why Your Traditional Surveys Don’t Work – Part 2
Ah, the traditional customer feedback survey. The bane of many a customer, and the thankless task of many employees. Why don’t these surveys do a good job in helping companies and organizations better understand what makes their customers ‘tick’? There’s no one simple answer. This two-part series focuses on some of the obstacles the traditional survey creates in achieving its desired goals and offers a solution to overcoming survey challenges and collecting the kind of customer sentiment that is valuable and actionable. If you missed Part One, click here.
In part two of our series on why traditional surveys don’t work, we continue to take a look at some more pitfalls of the on-going survey customer sentiment gathering battle.
It doesn’t identify the real issues
Simply put, most traditional surveys are a lottery. If you’ve ever actually taken the time to begin a survey it’s likely that as you’ve trudged your way through question after question seeking excessive or insignificant data (remember your inseam measurement?) you’ve resorted to passively checking a rating that doesn’t really represent your true feeling s about the question at hand. As a result, companies and organizations receive survey results that are, at best, a crap shoot as far as accuracy is concerned. False results can give a company a false sense of success.
It produces no clear ‘score’
Most traditional surveys don’t produce a clear overall score, they simply offer a rating on a question by question basis. As a result, the survey has little value. Scores of resources are required to pour over the survey, question by question, to determine what the customer is really saying – provided (wink, wink) participants filled out the survey honestly.
If it’s poorly done, it will destroy customer loyalty
We touched on this in Part One. A poorly delivered survey, such as interrupting a customer around dinner time to ‘get 5 minutes of their time to offer feedback about their recent customer service experience’ can go along way to eroding customer loyalty. Surveys that are e-mailed and don’t get caught by spam filters tend to get lost in the day-to-day deluge of e-mails we all receive in today’s world. As a result, your survey becomes an annoying piece of junk mail – even if it does find its way to your inbox. Because it annoys the customer, loyalty can be adversely affected. It’s simply better not to do it at all than to do it badly.
We don’t want ‘satisfied’ customers; we want ‘delighted’ ones
In the end, no company or organization should strive for customer satisfaction. The goal should be to absolutely delight customers! Satisfied customers will leave you for lower price, or a better offer. Delighted customers will stick with you, even in the face of increased prices, and delight breeds loyalty. Loyal customers become walking, talking referral machines. Traditional surveys play a role in eroding the delight customers feel (or don’t feel) and can be an obstacle instead of an asset when it comes to bridging the gap between customer satisfaction and customer loyalty.
So what’s the solution?
So how do you gain better insight into your customer’s feelings about your products, service, or people, building loyalty not just satisfaction? Technologies exist that mitigate, even eliminate, most or all of the aforementioned challenges.
One such technology is pulseM. pulseM is a new customer engagement platform that delivers a nifty three-question engagement directly to the customer’s mobile phone and essentially makes taking the survey fun. Because it’s delivered in such a fast, trendy, and natural manner, it boasts huge participation rates, while also providing high quality feedback due it’s patented speech recognition technology that analyzes emotion. As a result, companies and organizations receive both quantity and quality of feedback which is distilled into meaningful intelligence in a simple back-end dashboard updated in real-time, taking the headaches out of analyzing data.
In the end, pulseM promotes loyalty because it provides a natural, effortless opportunity for customers to give feedback, positioning your company or organization as cutting edge. Your customers will actually enjoy giving their feedback! Imagine that.
About pulseM Online
pulseM is a revolutionary technology that offers effortless and natural customer engagement, allowing you to take the pulse of your customer. Increase positive social media reviews, keep negative reviews from hitting the internet, increase employee accountability, and gather deep, rich customer sentiment – all with one simple platform. For more information visit www.pulsemonline.com
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