On Point | Podcast
'Would you recommend this show to a friend?'
Jan 17, 2025
Fred Reichelt, a Bain Fellow and inventor of the Net Promoter Score, teams up with Brad Anderson, President at Qualtrics, to discuss the oversaturation of customer surveys. They delve into the frustrations consumers face and the faltering effectiveness of current feedback methods. Highlighting the need for personalized engagement, they advocate for innovative strategies like generative AI to enhance surveys. Ethical challenges of performance rankings in service jobs also emerge as a critical topic, calling for a reevaluation of employee evaluation methods.
46:52
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Quick takeaways
- Consumer frustration with overwhelming survey requests highlights the need for businesses to reassess their feedback collection strategies.
- The evolution of customer feedback through generative AI enables more meaningful interactions and richer insights, shifting the focus from mere score obsession to genuine engagement.
Deep dives
The Burden of Customer Surveys
Customer surveys have proliferated across various industries, prompting frustration for many consumers who feel inundated with requests for feedback. From grocery stores to online retailers, these surveys often seek ratings on service quality, product availability, and overall experiences. Many individuals express fatigue and sarcasm regarding these persistent requests, indicating a low response rate, often cited around one percent, leading to doubts about the effectiveness of such surveys. Despite being designed to gauge customer satisfaction, these systems frequently fail to capture valuable feedback, resulting in skepticism about whether the data truly reflects consumer sentiment.
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