I don’t know about you, but I get annoyed every time I go to the car dealership by the way they ask for feedback on the service visit.
As they are handing me back my car, they hang a request to participate in a 1-10 rating survey on my rear-view mirror. Then the service staff whisper to me, that anything other than a 10 is considered a failure, so please give them a 10.
Gathering good customer satisfaction data can be hard. But mainly because we get in our own way.
Even though it’s a key metric that provides insight at most stages of the customer journey, marketers can be really bad at collecting it.
Maybe because it is often qualitative, while most of other data is hard data. Maybe because it is something we have to ask for. We are concerned that we may upset the apple cart at the key touchpoint time we ask for it.
But it doesn’t have to be that hard if we underpin it to our objectives. If we understand why we want to gather it. Then we can focus on a point in time and how that supports what we are trying to achieve.
In my latest blog post I provide guidance on rules of thumb that can make collecting customer satisfaction data more effective. Here’s a glimpse of what you’ll see in the post:
- Why we might want to zero in on measuring this by stage in the customer journey.
- A look into how this data is collected in the industry
- 5 rules of thumb that can increase the quality of the data.
I want you to have this information so that you can use it to gain better insights into your own customers.
>>> Head over to the blog post to hear more!
What do you think? What is your greatest challenge when collecting customer satisfaction data?