Customer Surveys: Balancing Information Needs with Customer Survey Fatigue

K. Landoline
K. Landoline

Summary Bullets:         

  • Collecting customer opinions regarding your company’s service is crucial to monitoring company performance and improving levels of customer satisfaction and longevity.
  • The excessive use of surveys today is breeding customer fatigue and scorn for the companies that impose them on their customers at a rapidly increasing rate.

We all know that communicating with our customers is a critical part of good customer service.  In my last blog, I discussed the importance of social media for capturing customers’ perceptions.  Today, I will discuss proactive customer surveys as a means of measuring customer satisfaction.  The use of post-interaction surveys has grown dramatically over the past few years.  Surveys have become so important that two large contact center optimization software companies, NICE Systems and Verint Systems, have made acquisitions in the past year (Fizzback and Vovici, respectively) to boost their customer survey offering capabilities. Continue reading “Customer Surveys: Balancing Information Needs with Customer Survey Fatigue”