From my personal experience reaching out to several companies, many companies do not have a good plan to act upon once the surveys return to them.
Survey Aggregation: I have seen on many occasions, especially Net Promoter, that the numbers are reported with one silver bullet number. The number fluctuates from month to month, and companies spin to find out why the number changed and don't even look to see if the change is statistically significant.
Time lapse: It is downright humorous to see companies collect their numbers throughout the month and even if the numbers are ready on the 1st or 2nd of the month, they are summarized in a Monthly Business Report, typically 12 or more business days into the month.
"Leading the witness": The surveys usually ask questions that lead to filtering, either by the company or the customer. For example, companies will not ask an open ended question that will quickly define the experience, instead they will ask about what they feel defines the experience upfront. Ideally, they should allow the customer to begin without any boundaries and then coach and lead based on their initial response to determine what the independent variables are that defined the experience.
Best Practices: I have seen two companies that are ahead of the rest. More later on this.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment