How not to Measure Customer Satisfaction

Last week I wrote about measuring customer satisfaction using only one powerful question. Between then and now I was approached by two companies to gauge mine: Netflix and Telenav. I like both services a lot but Netflix proves time and again that they have mastered the web 2.0 techniques of measuring satisfaction and performance whileTelenav looks like it outsourced customer engagement to an agency from the 90s…

Netflix mastered the idea of getting a lot of information by asking one question at a time, and make it very easy to answer. See how Netflix measures speed of delivery: One question, embedded in an e-mail so you don’t even have to follow a link in order to respond. I have no data about the response rate for Netflix surveys but it must be very high given the extreme ease of use.

Telenav already disappointed me in the past and last week it did it again. The company sent me a 282 words long mail that asked me to participate in a short 5-7 minutes survey. The survey page took me to a landing page (250 words if you want to know…), now asking for 10 minutes of my time. The survey presented hundreds of questions, many of them had little relevance and many others were so obvious that wasting users time on answering them seems like an insult (e.g. from 1–5, how important is the fact that your GPS is always reliable? How many users you know that are actually OK with getting to the wrong address??? or the importance of getting audio directions when needed (before the next turn)- What did you think? that I like my directions after I passed the turn??)

I am sure that Telenav got little response, confusing results (how many people will seriously think of good answers for hundreds of questions for a chance to win $50?) and did not learn much at the end. It also did not learn what really bothers me  (service uptime in this case ) and did not solicit any new good idea.

So for your company survey: how about asking one simple questions that really matters at a time?

How not to Measure Customer Satisfaction

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