Do Companies Take Customer Survey Results Seriously?
Customer surveys are a critical tool for companies to gather data and insights into various aspects of their business, including customer preferences, satisfaction, and areas for improvement. These insights can guide strategic decisions, product development, and marketing efforts. However, the sincerity and action taken based on survey results vary widely among companies. In this article, we explore the practices and motivations behind using customer surveys and how companies interpret and utilize the data they collect.
Significance of Customer Surveys
Customer satisfaction (CSAT) and net promoter score (NPS) have become integral measures in modern business. Companies utilize these evaluations to understand their customer base, identify strengths, and address weaknesses. For instance, marketing teams often discuss their "customer sat" numbers along with other performance metrics to measure the success of their strategies.
Actions Taken Based on Survey Results
The extent to which companies act on feedback from customer surveys can vary greatly. Some companies are proactive and implement changes based on feedback, fostering better customer relationships. However, not all companies take this seriously. The response to survey results depends on several factors, such as the severity of the ratings and the management culture.
Types of Surveys and Their Intent
The purpose of a customer survey often influences how seriously it is taken. Some surveys are intentionally designed to elicit specific responses that serve corporate goals rather than to provide genuine insights. Here are a few examples of biased surveys:
Political Surveys
A classic example is political surveys, where respondents are given a choice between two pre-determined options. These surveys often ask questions like, 'Do you support the…' or 'Do you agree with…' By presenting biased options, these surveys manipulate the results to favor the organization's agenda. For instance, a political organization may ask:
Do you support the idiotic, costly, and immoral plan that our political opponents are proposing, or do you support the sensible, rational, and responsible plan that our party is proposing?
Such surveys are more about manipulating public opinion than gathering meaningful data.
Deceptive Promotional Surveys
Similarly, salespeople may use customer satisfaction surveys as a marketing ploy. They might offer incentives like free oil changes in exchange for positive ratings. This can distort the actual satisfaction levels. For example, after purchasing a car, a salesperson might say:
If you give us five stars, we will give you a free oil change. Naturally, most people will give the dealership five stars unless they are really unhappy with the dealership.
This practice skews the results to appear more favorable than they are in reality.
Legal and Directive Surveys
Some surveys are required by law or corporate directive but may not be given the attention they deserve. For instance, cable TV companies or some stores may send these surveys, but they might not be analyzed beyond compliance needs.
Unhelpful and Uninformative Surveys
Other surveys are designed to gather insights but fail to do so effectively. Questions may not provide accurate options, leaving customers with no choice but to choose unrelated or unsatisfactory answers. For example:
Do you agree with the following statements? (A) Yes, (B) Somewhat, (C) No, (D) I don’t know. However, none of these options may truly represent the customer's experience.
This design is intended to save time and resources in processing surveys rather than obtaining quality feedback.
Survey Design Matters
Companies that take customer survey results seriously often put significant thought and effort into designing effective surveys. Poorly designed surveys lead to inaccurate or incomplete data, rendering them useless for guiding business decisions. Therefore, companies must invest in good survey design to ensure actionable insights.
Conclusion
In conclusion, the sincerity and deployment of customer survey results can vary greatly depending on the company's goals and practices. While some companies leverage these surveys to drive meaningful changes and improve customer satisfaction, others use them as promotional tools or to fulfill legal requirements. Effective survey design is crucial for obtaining genuine insights and driving real changes.
Improving Survey Design
To ensure customer surveys are taken seriously, companies should:
Clearly define the purpose of the survey.
Provide genuine options that accurately reflect customer experiences.
Make the survey easy to complete and understand.
Analyze and act on the feedback provided.
By following these guidelines, companies can turn customer surveys from mere data collection tools into powerful instruments for driving business growth and customer satisfaction.