{"id":29,"date":"2014-12-05T20:52:48","date_gmt":"2014-12-05T20:52:48","guid":{"rendered":"http:\/\/chrismoorelive.com\/?p=29"},"modified":"2021-02-15T16:34:04","modified_gmt":"2021-02-15T22:34:04","slug":"two-questions-to-find-customer-satisfaction","status":"publish","type":"post","link":"https:\/\/chrismoorelive.com\/two-questions-to-find-customer-satisfaction\/","title":{"rendered":"Two Questions to Find Customer Satisfaction"},"content":{"rendered":"\n

I continue to be asked to participate in customer satisfaction surveys by phone, e-mail and even in my mailbox. I keep wondering who\u2019s spending their money just to get confusing and useless information.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Most surveys ask you to rate your level of satisfaction on multiple scales: numerically from 1-10; by how satisfied or dissatisfied you were\u2014or do you agree or disagree, or how much you agree (i.e. somewhat, not at all, etc). Then the people (or the consultant who is administering the surveys) create and interpret bar charts, line graphs and pie charts. In the end, giving people a lot of answers to choose from yields lots of different answers\u2014in all \u201cshades of gray.\u201d<\/p>\n\n\n\n

But there is a better way to determine if your customers were truly satisfied. Time and again studies have shown that customer loyalty is fleeting for all but the most satisfied of customers, because any customer who is not \u201ccompletely satisfied,\u201d is dissatisfied to some degree, and\/or with \u201csomething.\u201d That unknown \u201csomething\u201d is the beginning of why and how you are going to lose customers and why some people are never going to by from you, or how competitors can steal your business.<\/p>\n\n\n\n\n\n\n\n

I propose one essential question to ask; with just two multiple-choice follow-up questions. The first question will tell you how many of your customers are really satisfied\u2014and thus likely to be loyal or buy again. I\u2019m giving this idea away\u2014but if anyone wants to send me money for this cost-savings advice, please feel free to contact me.<\/p>\n\n\n\n

Question 1: Would you recommend this (product, service, supplier, etc.) to a friend? Two boxes to check: \u2018yes\u2019 or \u2018no\u2019 (you can add \u2018maybe\u2019 or \u2018partially\u2019). If the answer is yes, the customer is satisfied. If the answer is \u2018no,\u2019 the customer is not satisfied\u2014in some regard.<\/p>\n\n\n\n

Some respondents might have given an answer of 7 or 8 on a ten-point scale, or \u201cmostly satisfied\u201d on a five-level word scale, but let\u2019s face the facts. If you wouldn\u2019t recommend \u201cit\u201d to a friend, you aren\u2019t really satisfied with \u201cit.\u201d You need to discover why a customer is hesitant or resistant to telling a friend.<\/p>\n\n\n\n

The next question I learned from my 3 year old. It is the essential question in all learning.<\/p>\n\n\n\n

Question 2: Why? For both of them you can either provide a list of possible reasons for \u201cWhy YES?\u201d and \u201cWhy NO?\u201d But you\u2019ll never get the list comprehensive enough. Somehow managers like to lump things into categories to report them. The problem is you can\u2019t solve the \u201caverage\u201d of problems. You must solve each one individually. Yes, they may share some characteristics, but each one is slightly different, and you are trying to find the root cause.<\/p>\n\n\n\n

So I suggest you offer a very short list: (No more than 10 possible reasons, as few as 3-5, and let respondents check as many as apply), with a place after each one checked for \u201cExplanation\u201d where the consumer actually writes in the reason(s). When you process these kinds of responses, then you can group them IF a single solution will solve several of them. Example: The shared answer to\u201dit broke too easily\u201d, \u201cit wasn\u2019t user-friendly\u201d, it didn\u2019t work\u201d, \u201cit\u2019s confusing\u201d, may be a badly designed product, or lack of customer education on how to properly use and get the most out of the product. You want know which until you read the individual explanations of WHY?<\/p>\n\n\n\n

Bottom line: You won\u2019t have very many impressive graphs and charts. You\u2019ll just have a percentage: customers that were truly satisfied. The rest (100 minus the satisfied percentage) were not\u2014to varying degrees. The follow-up questions and answers will provide more detail about why and with what.<\/p>\n\n\n\n

This is how the real world works folks. If you want to delude yourselves, or practice victory by changing the definition of the goal (or \u201closing with style\u201d as I like to call it), go ahead. But if you want the truth: Ask one question, with a YES or NO answer, and then follow up with why. Then you\u2019ll know the truth about customer satisfaction.<\/p>\n","protected":false},"excerpt":{"rendered":"

I continue to be asked to participate in customer satisfaction surveys by phone, e-mail and even in my mailbox. I keep wondering who\u2019s spending their money just to get confusing and useless information. Most surveys ask you to rate your level of satisfaction on multiple scales: numerically from 1-10; by how satisfied or dissatisfied you […]<\/p>\n","protected":false},"author":1,"featured_media":33,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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continue to be asked to participate in customer satisfaction surveys by phone, e-mail and even in my mailbox. I keep wondering who\u2019s spending their money just to get confusing and useless information. Most surveys ask you to rate your level of satisfaction on multiple scales: numerically from 1-10; by how satisfied or dissatisfied you…","_links":{"self":[{"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/posts\/29"}],"collection":[{"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/comments?post=29"}],"version-history":[{"count":0,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/posts\/29\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/media\/33"}],"wp:attachment":[{"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/media?parent=29"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/categories?post=29"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chrismoorelive.com\/wp-json\/wp\/v2\/tags?post=29"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}