Ask any statistician and they’ll reel off a list of reasons why two surveys can give completely opposite results.
But whether it’s differences in the sample, the questionnaire or the interpretation, the fact is that many businesses, especially large ones, put significant store by their customer measures.
But are we just kidding ourselves? Can we really measure customer experience objectively? In short, that depends on the questions — the most important being those that you ask before you even put pen to paper.
Here are the three important questions to ask before you start planning that next customer survey.