More Target Method CSAT Tips

Recently I discussed my strange Target customer satisfaction survey experience, in which I was asked to complete the survey immediately after completing the transaction by the employee that helped me throughout the transaction. The first issue I saw as a problem with this method of data collection is the introduction of bias by the employee. He didn’t have to insist that I take the survey right then, but he did, and I can’t help but assume that he probably doesn’t insist for customers that clearly had a less pleasant experience. 1.

The Human Element Another, related problem is the humanizing element of this type of data collection. When asked to fill out a survey by the person you are reviewing, it’s likely that the respondents are going to be more favorable to the employee simply because they know it is important to him. It is similar to when waiters ask if your meal is perfect.

You give him or her the thumbs up sign as though your meal is flawless, even though it very likely isn’t, because the waiter is right there and arguably invested in the answer. Waiters are convinced that their food is great even though they are not really getting honest feedback. This Target method is likely getting the same skewed results. 2. “A Chance to Win $5,000” Maybe it’s me, but a “chance to win” some nice but uninspiring sum of money doesn’t motivate me to fill out a survey.

There were likely tens of thousands of respondents, and only one person wins $5,000, at some unspecified time in the future. I find it hard to believe that the prize alone motivates anyone to fill out the survey. If the sales associate hadn’t pushed me to do it, I would never have bothered filling out the survey, and I have to believe that response rates are low for all of those not encouraged.

Overall, the method of collecting data on customer satisfaction was simply strange. I have a hard time believing that these surveys are going to bring back any meaningful results at all. For now, I am willing to give Target researchers the benefit of the doubt, as I’m sure they put some logic into this process, but for now the entire experience was surreal from a research perspective, and I have my doubts that it is benefitting the company in any way. Related Blog