Do you ever take your customers’ temperature? I’m not talking about the 98.6˚ human body temperature, but your customers feelings toward your brand. Are they feeling good, great, overjoyed? Or, has a recent bad experience left them boiling hot?I’m talking about a customer satisfaction survey.
Me, I’m usually a SurveyMonkey™ kind of girl. I love digging into a brand new set of survey data, analyzing and cross tabulating until I extract every yummy morsel of feedback. So this morning, when I ran across a survey tool claiming to be a “one click, real time customer satisfaction survey” I was completely thrown off balance.
The tool is called Customer Thermometer and is self proclaimed to be designed for the “service-obsessed.” You can upload a survey email list and add your own branding. But here’s the kicker, it is a one question survey, with no comments. At first glance, the product seemed like a survey geek’s worst nightmare, but I am starting to warm up to it … slightly.
On one hand, it’s quick. It really is like a temperature reading. A hair salon might use it to email new clients to measure how much they love their new dos ex post facto. A mechanic could follow up on how a new set of tires is performing. Still, the survey is missing one very important thing: the why. If you only know your customer is satisfied or unsatisfied - but you don’t know why – how does the information help your business?
Feedback welcome (no pun intended).
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