It has been observed that when a company thinks of taking any measures of improvement, it often spends more time accumulating data on customer satisfaction. This tendency is highly unproductive and achieves no end for the company.
It’s crucial for the survey maker to understand the target of the company and how it plans on using the survey result. If it needs to improve then improvement only comes with concrete actions. And, a customer satisfaction report is not going to yield that result.
The answers provided by customers related to their satisfaction with the brand will yield one of the two results. Either the company will brainstorm and take action based on the customer satisfaction report (without doing adequate research); or worse, it will like the result and take no action at all.
Therefore, only obtaining satisfaction score won’t be effective and no tangible action will be taken by the company.
You could ask a client how satisfied he feels with your product and change whatever he doesn’t like about it. He may give you a 10/10 rating on your action. But you know what the problem is? He will be dissatisfied with it as soon as you offer him an updated version.
Besides, there is always something that needs a little tweaking and it is supposed to be an on-going process in order to keep pace in the market. How, then, can a yearly survey, based on customer satisfaction, be the basis for timely decisions for a brand?
The concept of “satisfaction” is deficient in itself. How does satisfaction contribute in the progress of a thing? I would rather appreciate a system of continuous feedback from my customer than wait for an annual report. Passionate customers are always better than satisfied ones and they prompt you to take action and play a crucial role in the success of a project.
With limited resources, it is ideal to dispose only relevant means and resources for continual growth. Instead of scaling questions about satisfaction, we should concentrate more on the following:
Matrix questions and Net Promoter Score are also great options for a feedback survey. SurveyCrest offers free template for customer feedback survey with unlimited questions. It also provides excellent question samples.
Question, such as the ones mentioned, give you chance for actionable feedback. It also helps your survey takers to feel that their feedback is actually welcome. Most of them think that it’s not even read. This is also a major step in improving customer relationship.
Have you used either types of survey to improve your brand? Let us know about your experience in the comments below.
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Love the article. All in all just would like to provide my own input and say that running my own business for some time now i have always felt that customer feedback is more important to obtain FIRST before customer satisfaction. Reason for this is because how are we going to know what satisfies our customers if we don't listen to them? The key is to listen and know what our customers want before having the ability to provide satisfaction.
Real time feedback tools are ever ready in the market these days for example the Geteco tool recently launched. Business have many ways to gather feedback and hear their customers out and even act ASAP to rectify any short comings. Feedback first before satisfaction. Cheers :)
Hi Harold sheems, Thanks for liking our post. Hope it provided some useful information to you. People have different preferences. it's all right you think that customer feedback is more important than their satisfaction. But obviously, they will only give you feedback based on their satisfaction. :)