Customer Satisfaction Surveys
In their quest to be customer centric many companies conduct post interaction surveys to gauge customer satisfaction. These come in the form of telephonic, email, sms or web-based surveys. These have reached epidemic proportions and are now counter productive. If a customer has received outstandingly poor or great service they will be moved to communicate this. Companies should rather be geared to collect and analyse these spontaneous and authentic reactions. The current trend of gauging satisfaction after each and every interaction wastes time, becomes reflexive and generates more noise than signal. At the very least these dip stick surveys should be limited to annual questionnaires or risk low quality and indifferent responses which entirely defeats their purpose. Zaheer