Measuring Customer Satisfaction Watch Out For... (Part 3 of 3)

Cinoy Ravindran

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Even the best intentions in measuring customer satisfaction are subject to problems along the way. Temptations to avoid are:

  • Complacency — obtaining feedback is an ongoing process, not a one-time event. You cannot know what your customers want if you only ask them occasionally. Change is certain, and priorities do shift. The most successful companies are those that can detect and respond to customer changes quickly.
  • Analysis paralysis — when you get your feedback, don't analyze it to death. Many corporations have departments full of statisticians to determine the reliability and validity of the feedback; however, they never get around to doing anything with the data. In most cases, feedback will make it obvious what you are doing well and where you need to improve, so it's in your best interest to get started immediately.
  • Doing nothing with the feedback — nothing will do more to discourage feedback from your customers than not doing anything with their suggestions. You must show them that you appreciate their input as well as communicate to them what has changed as a result of their input. If they feel nothing has been done, then they think their efforts have been wasted and will not participate further.
  • Failing to listen to your experts — another valuable source of customer information is your employees. They deal with customers constantly and often have first hand knowledge on what the customers’ “hot buttons" are. Too often employers ignore this valuable resource. Big mistake! Talking to your employees should be one of the first steps you take in gathering customer satisfaction data. That way you'll get a preliminary reading on potential problem areas so that you can focus your efforts when soliciting your customers for their feedback.
  • De motivating employees — customer feedback should not be used to punish employees. Instead, use it to detect areas for improvement. Improper training and lack of communication and direction are often the culprits of poor job performance. Besides, if customers discover that their input is used to discipline employees, they may stop providing constructive feedback altogether.
Continue… Measuring Customer Satisfaction - six steps in conducting a successful survey (Part 2 of 3)

Continue… Measuring Customer Satisfaction - Introduction (Part 1 of 3)


Cinoy Ravindran is a Computing Engineer, specializing in solution/ concept selling in Information Technology, Wealth Management, as well as Stress Management.

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