According to Ron Kaufman, founder of service culture consulting firm UP! Your Service, satisfaction surveys are not asking the right questions.
"The question," he says in the November issue of Customer Service Newsletter, is are you creating value for the customer? With this type of survey, "you are not so much focused on looking backwards and saying, 'Are you satisfied with what we did?' You are looking forward and asking, 'What is it that you would most like us to do?'" he says.
"What's next involves the ongoing development of the relationship or the partnership in the business. And that is where you will get actionable data on what to do next for different customers."
Yes, organizations want to know whether customers are happy with what they've done so far — "but they should be more interested in what customers would like them to do next — or stop doing next," says Kaufman.
More on gathering meaningful customer information appears in the November issue of Customer Service Newsletter.
About the Customer Service Group
For more than 20 years, the Customer Service Group has helped customer service, call center and help desk managers increase productivity, improve service quality and boost customer satisfaction, loyalty and retention. The Customer Service Group publishes "Customer Service Newsletter" and "The Customer Communicator."