Frequently, when business surveys try to measure importance of various factors the survey generates useless data. Everything gets rated as important, so nothing is important. This article covers methods of measuring importance showing the advantages and disadvantages of each. The key is getting the respondent to think about the trade-offs across the factors.
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About Fred Van Bennekom
This author has yet to write their bio.Meanwhile lets just say that we are proud Fred Van Bennekom contributed a whooping 111 entries.
Entries by Fred Van Bennekom
Is the legislation contemplated by Senator Mark Dayton of Minnesota really needed to correct bad support practices. Should this be a wake-up call for the support industry?
Steven Spielberg’s 2002 movie, Minority Report, starring Tom Cruise, presents a world in which homicides are prevented before they happen. Three precognitives’ visions of near future events allow the Department of Precrime to capture these intended killers. Neat idea. If only we in the business world could spot product quality “crimes” before they occur — rather than reacting to problems once customers use our products. Product designers and product managers are tasked with projecting the future, but is there an organizational equivalent for Agatha, the precog who sometimes saw the future differently from her mates, Arthur and Dashiell? Also published in the April 28, 2003 edition of the Boston Business Journal.
Everyone wants to do surveys on the web as the new thing, but perhaps the old techniques still have some life. This article outlines the experiences of one of my students who performed a postal mail survey — and got a response rate over 60%!
This article outlines the 7 key elements that are essential to success in a survey project.
We usually think that our most valuable customers are ones that buy a lot from us — and that’s true! — but to learn about your business practices your best customers may be the ones that walk away from you. Of course, this value is only recognized — if you capture their feedback! Also published in the November 8, 2002 edition of the Boston Business Journal.
Common wisdom is that only large companies need customer-research programs. After all, small companies have their feet on the ground and know what customers are thinking, right? On the surface, that seems a reasonable attitude for small-business managers to take. But ask yourself if there is some percentage of customers defecting to competitors each year for part or all of their purchases. Also printed in the July 26, 2002 print edition of the Boston Business Journal.
This article outlines key elements of a customer satisfaction survey and its role in a customer loyalty program. Originally published in the September 1999 issue of Customer Support Management.
A synopsis of Dr. Fred Van Bennekom’s research in this area.
How could buying paint provide lessons on capturing customer feedback? See how. “Viewpoint” article, November 1998 ServiceNews.