July 29, 2015
Surveys are an invaluable tool for researching the attitudes, feelings, concerns, and priorities of your customers. By constructing a questionnaire and collecting responses, we can draw a profile of the group as a whole and/or gather their feedback. The survey findings can then support fact-based continuous improvement projects aimed at long-term competitive advantage.
The findings from well-constructed customer surveys can provide critical information about customers’ expectations and future needs when creating new service and product offerings. Surveys conducted after an interaction can monitor service delivery quality and product performance from the customers’ viewpoint and identify those customers in need of service recovery actions.
However, a survey program is only valuable if the surveying effort is properly designed and executed. A small mistake in the survey instrument or administration can skew the data, leading to erroneous conclusions.