Many of the customer feedback surveys I see around the place are poorly constructed and can’t yield any real insights. They are designed in a hurry and often don’t have core requirements to make them useful.Don’t make that mistake. As a starting point surveys need the following three types of questions to fulfil three important tasks.Question 1: Overall QuestionsThese are the high level questions that let you track your long term performance. You need this question in your survey so you can plot your overall customer loyalty and see if you are improving, or not improving.
We shake our heads when we read about corporate collapses – Enron Corporation in 2001; environmental disasters – BP’s Deepwater Horizon oil spill in 2005; or medical malpractice – X-raying pregnant women.How could their leaders have failed to see the problems brewing right under their nose, we ask ourselves.It’s a question that fascinates Margaret Heffernan, Texan-born author, entrepreneur and crusader for healthy leadership in companies.The wrong sales strategy can sink your company, says Neil Rackham, best-selling author of the classic, SPIN® Selling, Major Account Sales Strategy and Rethinking the Sales Force. “The average company has more than twice as many competitors as it had five years ago,” Rackham told participants at the 2014 Growth Summit recently. “Statistically, that means that your market share has been cut in half!”