The Customer Service Survey

Stuff To Worry About For Customer Service Surveys

by Peter Leppik on Tue, 2007-05-08 01:00

There are a lot of issues to consider when designing a customer service survey. Here's how we break it down:

Really, Really Difficult And Important Stuff

* Appropriate survey method
* Unbiased sampling technique
* Whether employees manipulate the survey

Stuff Which Is Important But Easy To Get Right
* Wording of survey questions
* Consistency of survey questions and method
* Getting enough responses in your sample

Stuff Which Is Really Not Important At All
* The percent of customers who are surveyed (the absolute number of responses is usually far more important)
* Whether you use a five-, seven-, four-, or nine-point scale for opinion (Likert scale) questions (it's more important to be completely consistent between surveys)

The irony, of course, is that people tend to spend the most time worrying about the bottom two categories (the easy and irrelevant pieces), and relatively little time worrying about the top category (the difficult and important things).


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