How to fight survey fatigue
From planning and implementation to customer experience and data assessment, Chris Breslin explains how to create a marketing survey that delivers on more than just a high open rate.
“I used to like their customer service – until they kept asking me if I liked their customer service.”
The increasing role of customer experience is threatening, ironically, to turn into a bad experience for customers who are now facing a perfect storm, flooded with survey and feedback requests from everyone from their pet store to their local politician.
Over-eager, approval-seeking web forms and emails, follow up text messages and robotic voice calls – all clamouring for your opinion.
Absolutely right. I used to do Telstra work and they set an NPS survey for EVERYTHING. You could be at a meeting at 400 George Street and on return “Did you do number ones, or number twos?” Does Number Twos make you think of Telstra? On a scale of 1-10, 1 being unlikely and 10 being very likely, does the thought of taking a shit make you feel very likely to recommend Telstra?” etc. Enough of NPS and your damned KPIs. It’s a load of Number Twos.