The Importance of Adding Importance Part 3

Earlier we posted the question of how to solve problems that may occur with individual questions being more important to a customer than others, and how to pinpoint why a customer would leave even if their customer satisfaction scores are high. The truth is that there is no easy answer. It’s possible that a question proves to be more important at a later date, or that the customer isn’t giving an accurate response to why they’re leaving.

Sometimes it’s hard to get the right measurements you need. One of the best ways to do this, however, would be to integrate survey questions about specific question importance into your survey, and look to see if it shows any additional trends.

For example: Question 1a: How Would You Rate the Quality of Our Customer Service Team? Answer: (answer provided) Question 1b: How Important is the Quality of Our Customer Service to You? Answer: (answer provided) By doing it this way you can scale the survey according to the aspects that appear the most important, and use that to see if you’re finding any additional trends that may not have been evident in the original data.

This can also help you account for individual preferences in what matters most, so that you can at least understand what may not be working with regard to your customer satisfaction campaign.

This is only one part of what might need to be a larger solution. You’ll still need to try other methods of obtaining possibly more usable customer satisfaction data, such as: Making sure you’re including lost customers in the satisfaction results. Checking your questions to ensure they’re giving you the responses you need.

Providing open ended questions to try to understand what caused customers to go elsewhere. There is a great deal of evidence that suggests that customer satisfaction is an important part of the long term success of a company, and very little evidence that any company can get along without it. So if the results of your satisfaction survey aren’t providing more revenue, it may be necessary to dig a lot deeper.

While you may find that you have one of the only companies in the world that doesn’t require customer satisfaction in order to generate revenue, chances are there is simply something that is being missed that will explain why your company isn’t receiving the success you had assumed. Related Blog Part 1 Related Blog Part 2