FREEDyourMind

Online Surveying: How a Little Misinformation Can Be Dangerous

From Catalog Success

“Customer 2.0” has revolutionized the way that companies are doing business. Customers are more in control of their transactions than ever before and can be in multiple places at multiple times, all thanks to the Internet. At a session I led during last week’s ACCM conference in Boston, the panel and I discussed ways multichannel marketers can get to know such customers better.

For instance, when companies use online surveying methods to find out what their Web customers want, they should be aware that misinformation is often more dangerous than no information at all. It’s critical that companies gather “voice of customer” information that provides strategic insight. Organizations need data that is accurate, precise, reliable and actionable. Otherwise, predictive capability is compromised and the results won’t point you to making improvements that will contribute most to the bottom line .

During the session, we brought out several key factors that companies must remember when conducting online surveys.

1. You can’t manage what you can’t measure. How do you define success unless you have a way to measure it? You can’t manage a Web site without measuring whether you’re meeting your customers’ needs and expectations. Also, survey questions need to be consistent so that over time, you can track trends and gauge progress.

2. What you measure will determine what you do. The results of your measurement will determine where you decide to allocate resources. If you’re asking survey questions about the wrong area, then you’re going to invest in improvements to the wrong area without improving what you set out to improve.

3. Your customer survey measurements must be accurate, precise and reliable. In otherwords, garbage in, garbage out! If your surveys are biased or aren’t representative of your customers, they’re useless. It’s more damaging to have poor surveys and measurement than to have none at all. How you ask questions will influence your responses. So carefully consider whether your questions will lead you to the response you’re looking for, or toward a customer-driven insight.

4. Measure what matters most; your customers.

Don’t forget to support Relay For Life - Help us help others - fighting cancer.

http://www.acsevents.org/relay/mi/westbloomfield/thefreeds?faf=1&e=1081995739

  Comments

   

      Analytical Engine » Customer Satisfaction and Net Promoter Score      

       

      July 5th, 2007      |       2:55 pm      

   

[…] As Larry Freed points out: […]

Relay For Life

Help us fight cancer on June 9th and  10th

This year, my wife and I have decided to participate in the West Bloomfield Relay for Life. The Relay is an overnight event that celebrates survivors, remembers those that lost their lives to cancer and raises money for the fight against cancer. Funds raised during the event go to cancer research and patient services such as transportation to and from treatments and respite care.

Since the death of my father, Jack, in 1995 we have given financial support to the American Cancer Society, but this year we felt a need to do more. It seems like every time we turn around someone else we know is facing cancer, either themselves or with the illness of a loved one. Enough is enough!

In addition to honoring my dad’s memory we’ll be participating in honor of our friends and family who are personally fighting the disease. Some of their treatments are among the most cutting-edge in medicine and would not have been available only a few years ago without these types of fundraisers.

The Relay for Life will take place this year at West Bloomfield High School starting Saturday, June 9th at 10:00 a.m. and run through 10:00 a.m. Sunday, June 10^th — we’ll be there all 24  hours.

I also hope you’ll consider helping us support this great cause. Checks can be made payable to the “American Cancer Society” and sent to me at 4330 Windridge Ct., West Bloomfield, MI 48323. To make a contribution on-line using a credit card, please visit our Relay website using the link below.

Thank you for your help and support of our efforts to help find a  cure for cancer.

Larry

Follow  This Link to visit my personal web page and help me in my efforts to support  Relay For Life of West Bloomfield

http://www.acsevents.org/relay/mi/westbloomfield/thefreeds?faf=1&e=1081995739