Part two of Ann’s look at customer surveys: Time to take your temperature!
I’m talking about a customer satisfaction survey.
Me, I’m usually a SurveyMonkeyâ„¢ kind of girl. I love digging into a brand new set of survey data, analyzing and cross tabulating until I extract every yummy morsel of feedback. So this morning, when I ran across a survey tool claiming to be a ‘one click, real time customer satisfaction survey’ I was completely thrown off balance.
The tool is called Customer Thermometer and is self proclaimed to be designed for the ‘service-obsessed.’ You can upload a survey email list and add your own branding. But here’s the kicker, it is a one question survey, with no comments. At first glance, the product seemed like a survey geek’s worst nightmare, but I am starting to warm up to it – slightly.
On one hand, it’s quick. It really is like a temperature reading. A hair salon might use it to email new clients to measure how much they love their new dos ex post facto. A mechanic could follow up on how a new set of tires is performing. Still, the survey is missing one very important thing: the why. If you only know your customer is satisfied or unsatisfied – but you don’t know why – how does the information help your business?
Feedback welcome (no pun intended).