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Survey Fatigue: How to Get Accurate Customer Feedback When They’re Tired of Taking Surveys

By Ron Welty, Founder & Chief Client Officer “Twenty questions” can be a fun game when you’re trying to get to know someone. However, that many questions can be overwhelming for customers who are trying to get on with their lives. While it’s important for brands to gather customer feedback for many reasons (to measure customer experience, engage customers, build brand loyalty, etc.), there comes a point where it no longer serves the customer.  What is Survey Fatigue? You can, in fact, have...

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Beware Of Excellent Reviews

About a year ago, I went through the process of purchasing a new car.  My salesman was personable, and overall the experience was pleasant.  When we finished, he handed me a customer survey to fill out.  The salesman explained it would be sent on to the manufacturer to monitor the dealership’s overall performance and my experience.  Incredibly, I was then told by the salesman that should I mark all areas ‘excellent,’ I would get my first oil change free.  I’m thinking that the manufacturer is getting a lot of ...

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