My tea had got cold by the time the kids finally came clean about their flawed methodology. My moment of glory was short-lived, but I couldn’t hold it against them; I’ve worked in research and customer feedback for over 20 years, and many, many, (maybe even ‘most’) businesses interpret their customer feedback in exactly the same way.
Sometimes we only hear what we want to hear:
So what can you do to keep your feet on the ground with customer feedback?
This kind of honest, direct, feedback will give you far more insight and direction than some abstract customer satisfaction score, and also leave your customers feeling valued and listened-to… (unlike my children – they had gone to bed by the time I’d worked all this through. Maybe next year…)
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By Kevin Sheldrake
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