Student Questions - Effectiveness of satisfaction surveys from SherrieYungandre: MarketingProfs Question 47444

Topic: Student Questions

Effectiveness Of Satisfaction Surveys

Posted by SherrieYungandre on 6/28/2019 at 7:27 AM ET 25 Points

Are customer satisfaction surveys effective?

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Posted by mgoodman on 6/28/2019 at 2:27 PM Moderator

If they are carefully designed by a market research professional who knows what they are doing satisfaction surveys can be effective learning tools -- especially if they are viewed over time to spot areas of improvement/decline.

More often they are designed by amateurs and are hardly worth the time it takes to read the results, let alone interpret those results and determine the appropriate action.

The key is to determine upfront the objective of the research and the expected use of results. (Need to keep it simple ... not cram too much into the research plan.)

From a Purdue Alum (BSIE, MSIA/MBA) :)
Posted by SherrieYungandre on 6/28/2019 at 9:29 PM Author

What in your experience is the most important thing that goes into developing a customer satisfaction survey?
Posted by mgoodman on 7/1/2019 at 12:25 PM Accepted

The most important thing that goes into developing a customer satisfaction survey is determining upfront the clear objective of the research and the expected use of results.
Posted by Gary Bloomer on 7/2/2019 at 12:25 AM Accepted

Most of them? Because they don't ask focused questions.
Posted by Shelley Ryan on 7/23/2019 at 4:06 PM Moderator

Hi Everyone,

I am closing this question since there hasn't been much recent activity.

Thanks for participating!

Shelley
MarketingProfs