One of the keys to getting reliable Customer Satisfaction (CSAT) data is to make sure that you have a representative sample of the entire customer population you want to target. E-mail and on-line surveys are relatively cheap and easy to build and implement, but the sample of those who respond may not be representative of all your customers.
We are inundated with survey requests in our modern culture. There’s the annoying pop-up request to rate a website (one second after you’ve arrived on the page), the standardized post-call opt-in surveys when you call almost any major company’s Customer Service line, and the awkward moment the auto dealer asks you to give them all great marks or they might lose their jobs. With the survey overload it’s more common than ever for giant segments of a customer population to ignore the survey altogether. Surveys responses are likely to be biased toward customer segments of those who are very angry, very happy, or who simply like to take surveys. This means there may be entire segments of your customer population who are not represented in your CSAT data.
The risk for you and your business comes when you start making tactical and strategic business decisions based on skewed CSAT data.
There are ways to ensure representative sampling and proven techniques for getting reliable CSAT data. It requires good customer data to identify an appropriate pool of potential respondents and a well-crafted approach for requesting that your customers take the survey. If doing a personal, interactive survey you need an experienced team who can put respondents at ease and get them talking.
Having reliable customer data can make all the difference in making crucial business decisions that will affect your company’s future. It’s worth the investment to have our group work with you and your team ensure that the sample is representative, the data is real, and the results are reliable.