Why surveying customers is a waste of time…and money!

SurveyA recent survey by James Dodkins at the BP Group helps articulate why surveying customers is a waste of time and money. Shutting down any customer survey functions or activities within an organisation represents one of the ‘quick wins’ of any Transformation Program to transform any organisation into being Customer Centric. Quite simply put, its not customer centric behavior and it costs money, so stop doing it.

  • Only 16% of customers feel their feedback makes a big impact on business improvement
  • 80% of customers feel their feedback makes no, not very much or only a moderate impact on business improvement
  • 65% of customers only give feedback if their experience is extremely good or extremely bad
  • 67% of customers are most likely to give honest feedback electronically
  • 43% of customers feel they have been led, persuaded or coerced into giving better or higher feedback than they otherwise would have
  • 62% of customers are most likely to give feedback on a numerical scale at the expense of getting actual explanations
  • 55% of customers admit they are not always honest with their feedback
  • 59% of customers feel some level of frustration with the frequency of requests for feedback

Read the LinkedIn article here where there is also a link to download the full report.

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