Joe Stanganelli

Why One-Question Surveys Make for Bad Analytics

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scucci
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Re: Survey frustration
scucci   8/26/2011 10:08:10 AM
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Coming from a customer support background the majority of people don't take surverys, especially if they're long.

Netflix gets that. This question is more likely to get answered and can get you a quick temperature of your client satisfaction. This doesn't mean that its going to be completely accurate, but you get a feel.

scucci
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Thinking to deep
scucci   8/26/2011 10:05:47 AM
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Honestly I think you might be thinking into this way too deep. I'm a huge fan of netflix and its my opinion that they've done a terrific job of simplifying almost everything (yes, even their interface ;)), for the majority of a users needs.

What they're looking for at at the end of the call was one thing. Are you satisfied? Not are you satisfied with the service, the support, the qulity of the picture (which they do send out frequently), but the overall satisfaction of the client.

With any good metric this would need to be chopped down a little more, and maybe they're planning on it, but it seems like they're goal was to find overall satisfaction for the time being.

 

 

 

BethSchultz
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Re: Survey frustration
BethSchultz   8/25/2011 12:24:06 PM
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Joe, in one of your other posts you use the phrase "customer service theater." I love it. That really does say what's going on at a lot of companies in a nutshell. Lots of staging around presenting the picture of being truly interested in serving customers and catering to their needs.

Joe Stanganelli
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Re: Survey frustration
Joe Stanganelli   8/25/2011 10:42:29 AM
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There is nothing *inherently* wrong with a short survey, so long as it is constructed to provide enough options to the taker to be meaningful and enough meaningful data to the organization to be useful and actionable.

One question, with a yes or no answer, and nothing in between, seems hardly the way to go when it comes to measuring customer satisfaction.

Although, I freely admit that, as a lawyer, I am predisposed towards seeing things in shades of gray.

Shawn Hessinger
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Re: Survey frustration
Shawn Hessinger   8/24/2011 11:42:56 PM
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Joe,

Still the trend is very short surveys. I took one recently that was just two questions long.

Joe Stanganelli
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Re: Netflix perspective
Joe Stanganelli   8/24/2011 9:33:30 PM
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Hah!  Good luck, since they famously don't even respond to customer feedback.

Do you have a contact at Netflix?  Generally, from as far as I can tell, the person who usually talks to the press is Steve Swasey, VP of Corporate Communications.

Joe Stanganelli
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Re: Need Marketing researcher
Joe Stanganelli   8/24/2011 9:31:19 PM
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Hi, Maryam.

Ditto for the UI change to Instant Play, which also caused a large backlash (though quite small compared to the reaction to the price hike).  Curiously, they insisted that that change was based upon market research.

As Scott Adams reminds us, however, research -- or claims thereof -- cannot always be trusted.

Joe Stanganelli
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Re: Survey frustration
Joe Stanganelli   8/24/2011 9:27:59 PM
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Hi, tinym.

Perhaps the goal is to measure how customer service impacts change in satisfaction levels in the company, assuming every customer who calls customer service is dissatisfied with Netflix?

But that would be stupid, because not every customer service call is from someone who is dissatisfied.  Half the time when I call, I'm not dissatisfied per se; I just need something taken care of that only customer service can take care of.

Joe Stanganelli
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Re: Survey frustration
Joe Stanganelli   8/24/2011 9:25:11 PM
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Hi, Shawn.

Except I'm not convinced Netflix actually acts on that information; they certainly don't act on customer feedback, if the UI change and price hike debacles are any indication.

It's not customer service; it's customer service theatre.

Joe Stanganelli
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Re: Survey frustration
Joe Stanganelli   8/24/2011 9:23:13 PM
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Hi, Gil.

"Little data"... I like it!

You'd think that, if they're engaging in the kind of sophisticated analytics you are talking about, they'd have at least a mildly better better approach to a customer satisfaction survey.

I think they could get almost as many people to participate in, say, a three-quesiton survey, that was crafted much more precisely and yielded high-quality information.

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