Don’t Survey Your Customers

Talk to your customers; don’t survey them to find out how they really feel.

Online multiple-question surveys are easy to create and tabulate and can present the results in various impressive charts.  Free web-based software allows these systems to be developed and implemented in a few hours.  Unquestionably, they can provide reams of data.  However, converting that data into useful information and then into actionable knowledge requires considerable interpretation.  Well-meaning but biased individuals often perform the interpretation.  Instead of surveying customers, pick up the phone and talk to them.  Let them tell you in their own words what they like and don’t like.  The difference between a survey and a conversation can be remarkable.