People initiate satisfaction and loyalty tracking programs for one simple reason – they want to know what their customers think. Maybe about their company, their products, their services, or their perceived value being delivered to customers. But, while they may suspect the answers, they are uncertain and therefore they seek the Voice of their Customer. This represents real progress.

Once they decide to kick-off a survey program, they frequently begin to immediately craft the questions. This is where I get very concerned. The process owners acknowledge that they don’t know what their customers are thinking, but they consciously or unconsciously believe they know what’s important to the customer base. Sounds to me like a case of not knowing what you don’t know!

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