The Power of Positive Surveying
I’m reading the latest publication of Harvard Business Review (Jan-FEB’2017) and I come across the titled article and would like to share some of the key highlights.
It’s not secret that most organizations use the customer surveys to measure satisfaction and identify potential areas for improvement. The overall approach is framed by a pessimistic mindset — one focused on problems- and this type of methodologies mainly leaves negative emotions on customers.
However, author suggests different perspective and highlights the importance of asking customers what had gone right, instead of asking what had gone wrong. Sterling Bone, an associate marketing professor at Utah State’s Huntsman School of Business, has conducted several studies to explore the idea. They consistently found that starting the customer survey by asking for compliment increased satisfaction, loyalty and chance that customers would purchase again.