To help you identify and overcome them, we have prepared this article where you will learn:
what are customer satisfaction surveys;
what are the types of bias that may occur.
What are customer satisfaction surveys?
Customer satisfaction surveys are a tool that helps companies quantitatively assess the degree of customer satisfaction with their products, services and experiences. Their goal is to create australia email address list quality parameters for various aspects that permeate the customer experience , so that it is possible to create continuous improvement plans for them.
In a service satisfaction survey it is common to find questions about the product or service being sold. For example:
product availability;
distribution channels ;
packaging;
ease of use;
price;
subscription plans;
inter alia.
The information collected is very useful to know what works or not in the marketing mix , especially in companies that do not usually carry out many market studies.
4 biases in a service satisfaction survey
The customer satisfaction survey is the preferred tool for companies to assess the level of customer satisfaction. In fact, 7 out of 10 companies collect information using this method.
However, there are some biases that may influence the results of the survey.
1. Sample bias
Sampling bias is when surveys only capture the opinions of those who choose to take the survey, which may not represent all customers. To avoid this, you can use incentives to ensure as many responses as possible.