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Customer Satisfaction Consulting .com
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Combining Different Aspects of Surveys into a Multi-MeasurementSystem When combining different aspects of a survey such as performance appraisals with
diagnosis it should be done so with extreme caution. In many situations, this could
result in a manipulation of results by those individuals who are managing the information
in order to present a positive view of how a particular branch is performing. It is a natural tendency for individuals who are being evaluated to try to achieve
the best possible points or score. This is especially true if there are any incentives
associated with the measurement. In some instances, it has been seen that those
who are being evaluated have gone to some extreme measurements including calling
customers on the phone to influence their answer and even following-up with chastisements
when customers did not evaluating them favorably, all for the sake of receiving
a favorable score. When companies make their surveys anonymous, this does improve these situations
somewhat, however anonymity is not a complete solution. One reason is the fact
that many surveys and evaluations are intercept by those who are being evaluated
before it arrives at the intended destination, which results in poor survey validity
and a decrease in customer satisfaction. However, if the system is redesigned so
that the diagnostics are not tied to rewards, then this increases the chance of
receiving better diagnostic information because there would be little incentive
to manipulate the points. It is also not advised to combine surveys that intent are to gather customer information,
with surveys that are to appraise performance or provide diagnostic information.
When customers feel that they are not responding anonymously, they tend to provide
less honest feedback especially if they have a negative response. When customers
feel that they could be singled out as the evaluator, they may have a fear of some
possibly reprisal. If your company needs to do both, gather customer information,
and appraise performance, then these should be done separately. However, by combining problem resolution, customer data capture, and marketing strategies
provide complementary results. This can be accomplished through, thanking the customer
for their business and at the same time inquire if there is any areas of that could
be strengthened. By doing this, you are making a proactive request and improving
the quality of your database by gaining accurate data. Finally, if you inquire from your customers how you could fix your problems, and
promise to fix them, then once you have fixed the problems, request an evaluation
from your customers to be certain that you are heading in the correct direction.
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