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How NOT to Use Survey Data

Surveys as punishment

Dirk Dusharme @ Quality Digest
Thu, 11/05/2009 - 04:30
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I recently got a phone call from one of our service providers asking me to participate in a short survey to assess their service quality. This provider handles part of our business infrastructure and so I was more than happy to answer some questions. I won’t name the company for reasons I will explain later.

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Some questions dealt with service from the company as a whole, which is typically very good, and with service from our particular customer service rep, which is also typically very good, but not perfect.

A few days after taking the survey, I got an e-mail from our service rep concerned that I had not given him a “very satisfied” in all aspects of his service. I explained to him that while his service is typically very good, he is hard to get hold of by phone. Since this is infrastructure stuff, immediate response to problems is critical, and we don’t always get that, I explained. I then finished up by saying “I’m not unhappy with your service, Joe. In general you do a great job. It’s just the communication thing that needs work. No big deal. The survey taker asked a question and I answered. Don’t sweat it.”

To which Joe replied (his actual words):

 …

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Comments

Submitted by George Zeliger on Thu, 11/05/2009 - 11:44

Deming in action...

This is exactly what Deming said and wrote about so many times.

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Submitted by wchorn on Fri, 11/06/2009 - 08:53

I Agree, spot on

Some very big companies use their customer satisfaction surveys that way. I've had surveys that caution me to call them before submitting a survey with less than the highest scores. What a joke, I don't bother to respond to them (maybe that's what they're shooting for).

When I fill out a survey, I reserve the highest rating for "above and beyond" or exceptional performance. I rarely give that rating. There's almost always room for improvement. Companies are cheating themselves when they bias survey takers like that.

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Submitted by Sandra Gauvin on Tue, 11/10/2009 - 03:38

In reply to I Agree, spot on by wchorn

I also have experienced the

I also have experienced the same situation and don't take the survey's very seriously....I typically disregard them. If companies really want to improve their customer service, they need to look at the process first and not their reps.
Sandra Gauvin
http://CurrentQuality.com.

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