Entries by Fred Van Bennekom

Effortless Experience: Questionnaire Design & Survey Administration Issues

The book “The Effortless Experience” posits that the Customer Effort Score is a good predictor of customer loyalty. This part of the review addresses the shortcomings of the research execution. The description of the survey execution leaves many unanswered questions, and any of these issues would seriously compromise the validity of the research data. By their own admission, the researchers do not know how to write good survey questions, but the issues go far beyond that.

Effortless Experience: Weak & Flawed Research Model

The book “The Effortless Experience” claims that the Customer Effort Score (CES) is a good predictor of customer loyalty. This part of the review addresses the shortcomings of the research model. Since the research model does not include measurements of actual customer loyalty behaviors, that greatly weakens claims that CES is a good predictor of loyalty.

“The Effortless Experience” Book Review

The book “The Effortless Experience” presents a great deal of “findings” to support their argument that companies should reduce customer disloyalty by creating more seamless experiences. The recommendations are logical and are likely to do no harm, but the authors are on very shaky ground claiming their research demonstrates a causal link between customer effort and loyalty – and that therefore the Customer Effort Score is a loyalty predictor.

Mixed-Mode Surveys: Impact on NPS and Survey Results

Survey data are affected by all aspects of the survey process. This article examines the impact of mixed-mode survey — telephone and webform — using actual data from a B2B company’s transactional survey for the research study.

Telephone surveys garner higher scores than the identical web-form survey, caused by a scale-truncation effect. The differences between survey administration modes are amplified by the threshold effects in the “net scoring” statistic. Consumers of survey data, especially when doing cross-company comparisons, should understand the impact upon survey data resulting from differences in questionnaire design and survey administration practices before making decisions based on the survey data.

Net Promoter Score® Discussion at Customer Loyalty Forum

Great Brook recently kicked off the Customer Loyalty Forum in the Boston area. On March 10, 2010 we held our first breakfast meeting with over 30 people from Boston area companies discussing the merits of the Net Promoter® Score and other issues in capturing and applying customer feedback. It was a very lively discussion with agreement on many ideas but with different practices elicited across the companies in the group. Here are notes from the meeting which I’ve arranged by topic.

Have You “Met” Mayor Menino? Lots have!

Sometimes even well honed survey questions don’t measure the underlying attribute that the survey designers want. A recent poll by the Boston Globe about Mayor Menino’s popularity shows a clear example of this. The question attempted to objectively measure how many people the Mayor has met, but the results — when thought through to the logical conclusions — show that the question was really measuring something else.