Survey Design
How do we design and execute an actionable customer survey?
Strategic Intention – A survey should be an integral part of an overall company, division or business unit strategy. As such, the survey has to reflect the strategic intent and what the company is ready to act on. It is the starting point that dictates the fate and effectiveness of every survey. As with any dialogue, what you are seeking to achieve will dictate the tone and quality of discussion.
Actionable Questions – The purpose of a survey should be to identify problem areas and effect change. Even in cases where questions are geared to behavior validation, the goal should be to answer questions of "how" rather than "what." Questions should be an invitation for meaningful discussion and feedback and should offer customers the opportunity to be part of a change process. Questions that only provide customers with the ability to validate existing company behavior will be self-defeating and negate the real benefits that a survey can provide.
Focus and Execution – The tendency to over-analyze results and endlessly discuss proposed actions can severely limit change. Rather than attempting to fix everything, a prioritization mechanism should be used to identify a few critical areas that can make an immediate and positive impact on customers. This facilitates moving quickly from identification.