I’m in the process of designing some surveys and his posts will be very helpful.
Within ten minutes of reading his posts I responded to a Continental Airlines request for me to complete one of their surveys. I had used their call center to make a reservation because I was cashing in some of my Onepass points.
Their last question was something to the effect of, “Overall, how satisfied were you with your customer experience?” My options ranged from “Very satisfied” to “Satisfied,” and on down.
I chose “Satisfied.”
Now, if I was analyzing the survey, I’d want to know why my customers were not “Very Satisfied.”
Esteban, shouldn’t I add a question to that effect? How can I take action to close the gap between “Very Satisfied” and the rest of the answers if I don’t ask for specifics?