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The 5 Emotions of Customer Surveys

Customer surveys can help companies measure customer loyalty and identify opportunities for operational improvement and innovation.  Done right, they leave customers feeling valued and your organization better equipped to serve them.

To give your business the best chance of running an effective survey, besides applying technical best practices it helps to know how the process may feel to members of your organization along the way.

Below are five common emotions we see our clients experience in the course of performing a customer survey, along with tips on how to manage them:

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Customer Feedback: How to Talk to an "8"

You receive a customer feedback survey and on the “likelihood to recommend,” question she responded with an "8".  In the NPS* scoring scheme, she is a passive customer.  When the interviewer asked why she gave the rating, her response was “I do not score higher than that as there is always room for improvement” and the survey comments do not provide any clues about her rating.

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Customers Want Something in Return for Their Feedback

We have been in the customer feedback business for a long time.  For many surveys, especially those designed to measure a company’s service quality, the act of contacting the customer alone, not counting what was said on the survey, can raise customer expectations.  What are some of these expectations and how can you best manage them?

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