How many times weekly are you asked to take a survey, just a little one, to rank, rate and score someone's performance? Uh-huh, we too. On this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati explore the weariness of customer surveys and the ask for that '10' score...or else!
What is the true motive for all of these surveys, anyway? And, let's be clear, there's a difference between:
Surveys
Ratings
Reviews
We do dance around each one as they are all disruptions the customer is feeling about a product or service. Most of us can't get away from them, however, because there are robo-calls that never quit until you comply. There are surveys that pop up in seconds after concluding an online help chat; there are third-party companies assigned to make the phone calls for the auto body repair or the vehicle purchase.
At the end of the day, does all of this data help you better understand your customer? Are you truly using this information to create better widgets and put better customer service reps in the call center?
We may skirt this issue very well, but at the end of the day, the best way to get to know your customers' opinions is to do this very simple thing...take a listen to find out what!
