Couldn’t help but notice this excellent quote from Frank Martin, who has been a marketing researcher and marketing consultant for more than thirty years.
We think he’s absolutely right with the single question approach and we are hoping he might stumble across our superb new tool… Customer Thermometer?!
“One thing that absolutely, positively does NOT make customers happy? Long, boring and repetitive customer satisfaction surveys.
I have been guilty, and have seen other researchers be similarly blameworthy, of asking WAY too many questions in the typical customer survey. I have seen customer satisfaction surveys stretched to over 100 questions, which can tax the goodwill and satisfaction of even the most elated customers.”
You can read the rest of his post here. Wise words Frank!