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Customer satisfaction can be measured with just one question

Most weeks, we get asked the question, “But we have to ask 10 questions in our customer survey – will Customer Thermometer work for us?”

We answer that question in a number of ways:

What do you do with the data once you have it?
Can you create tangible actions from responses to 10 questions? If not, what’s the point in asking so many?
What is your response rate like, could it be improved by asking just one question?
Do you annoy customers by demanding too much time from them when answering surveys?
Is little and often better than an annual lengthy one?

Whilst we have our own opinions, we asked one of our customers what they think….

There’s a transcription below:

Mark: We have people who email us every now and again saying, “Hey. We love the service, but we want to ask more than 1 question; we want to ask 2 or 3. Can you do that?” We say “No. The whole point of it is you ask 1, because you get that instant response.” What would you say to those people that feel the need, that want to send 3, 4, or 5 questions?

Alonzo: I think what we actually looked at it, when we first thought about it; we were one of those people. We were thinking, “I don’t know if this is enough.”

When we really looked into the philosophy behind this, of actually just getting to the root of, “What do we need for a business? What we need to succeed?” That 1 question was everything in a nutshell.

We understand that customers don’t want to be bogged down with answering a lot of questions, and basically, we need to get to the root, the heart of what we’re looking for. What the heart and root of we were looking for, “How was the service? What do you think about us?”

Customer Thermometer, actually, basically, answered that for us, because with the 1 answer, that was basically all we needed. We just wanted to find out what did someone actually think about our service.

All the extras about, get involved with, “What did you think of the staff? What did you think about the cleaning of the baths? What did you think about the cleaning of the kitchens?” It was irrelevant. Bottom-line, was that we wanted to get to that one burning question: What do you think about the service?

The education process that you may have to go through with some of your customers is very minimal. We did have a few customers that said, “We want to be able to answer more.”

Once they went through the education process and we trained our customer, it was brilliant.

The response rate was phenomenal.