WHY?

Many customer surveys are lame and pointless at best (and dangerous and destructive at worst!), and very often have the opposite effect to that intended.

This is because:

* They ask too many and the wrong questions

* They annoy your customers (rather than build trust with them) so they have low and inaccurate response rates

* They are hijacked by the marketing department

* They have no meaningful score

* They are not regular, so no one can see what progress is being made

* They provide little helpful feedback

* They look for ‘satisfaction’ (and we don’t want this!)

The key is to ask the customer common sense questions based on the 3 ‘Great or Poor’ principles:

1. What do you think of us? 2. Why? 3. What could we do to improve?

If we ask these questions, we’ll have the score (from the 1^st question), along with the qualitative feedback we need to develop our organisation towards excellence (this is called ‘The Great or Poor Score’ ).

When we’ve asked these 3 questions, and got ‘great’ feedback, (and ONLY when we’ve got ‘great’ feedback) we can then ask ‘The Ultimate Sales Question’ to continue the relationship and build our business through repeat sales, selling up, cross selling and referrals.