Why One-Question Surveys Make for Bad Analytics


If I had to describe Netflix's telephone customer service in one word, that word would be "streamlined."

When you call Netflix customer service, you get no prompting menus, and you are placed on hold for only a few minutes at most. You can even skip to the head of the queue if you use an easily accessed service code from the Netflix Website.

Additionally, Netflix refuses to accept too many calls if the lines get too full. If you happen to call when a major service issue is causing many customers to call in, you will hear -- just before being disconnected -- a curt recording telling you to call back another time. As terrible as this sounds, it may help keep Netflix's customer service representatives from getting jaded by protecting them from potential abuse from customers angry about being on hold for 45 minutes.

However, nowhere is Netflix's streamlined approach to customer service more apparent than at the end of the phone call. After you wrap up your call and the customer service representative wishes you well, you are immediately directed to a customer satisfaction survey.

The survey is one question long:

"We would like to hear about your experience with Netflix. If you are satisfied, press 3. If you are dissatisfied, press 4."

The problem with this question is that it involves major guesswork on the customer's part. Consequently, the response may say more about the respondent than about Netflix -- and therefore may be of little analytical value.

For one thing, it is unclear whether it is asking about satisfaction with the company in general or with the particular customer service phone call. I have always assumed the latter, given the context, but I could be wrong.

For another example, once or twice in the past, I have been assured something would be handled by the exceedingly friendly Netflix customer service representative, pressed 3 on the survey, and found later that the issue was handled incorrectly.

Now I have a dilemma. Do I call Netflix back to complain? If the representative handling that call takes care of it for me, do I tell the survey that I'm satisfied (truthful but doing nothing to mitigate the prior "satisfied" rating) or not satisfied (untruthful but potentially more accurate in the aggregate)? The additional problem with the latter approach is that I don't want the person actually helping me to be punished.

On a related note, what if the employees try their best, but I still have the problem? Recently, I called Netflix about some streaming issues I've been having. Ultimately, the representative could not assist me. I honestly have no way of knowing whether the representative was truly not in a position to assist me (in which case, I should vote satisfied, because he tried his best and was very courteous), or if there was something more he could have done, and he either didn't know what it was or just didn't bother (in which case, I should vote dissatisfied). Torn, I hung up on the survey without answering.

Netflix isn't the only company that has these one-question surveys. As many companies overwhelm customers with a laundry list of increasingly complex feedback questions, others -- in the interest of increasing customer participation -- are taking the opposite approach: brutal simplicity.

However, this kind of all-or-nothing survey, leaving no room between two extremes (satisfied and dissatisfied), has serious weaknesses. Sure, with only a straightforward yes-or-no question, the survey is quick and simple, but "quick and simple" is not synonymous with "efficient" -- or, for that matter, "accurate."

Moreover, its usefulness is limited. Netflix is getting little to no insight as to why the customer is satisfied or dissatisfied. Additionally, unless Netflix keeps track of customers who can't get through during a busy time, the customer survey fails to take into account perhaps the most dissatisfied customers of all.

Accuracy, not simplicity, is the touchstone of analytics. Organizations must therefore take a more balanced approach to surveys. Yes, it may make the analytics more difficult, but thinking like an actual customer yields far more accurate -- and actionable -- results.

Joe Stanganelli, Attorney & Marketer

Joe Stanganelli is founder and principal of Beacon Hill Law, a Boston-based general practice law firm.  His expertise on legal topics has been sought for several major publications, including U.S. News and World Report and Personal Real Estate Investor Magazine. 

Joe is also a communications consultant.  He has been working with social media for many years -- even in the days of local BBSs (one of which he served as Co-System Operator for), well before the term "social media" was invented.

From 2003 to 2005, Joe ran Grandpa George Productions, a New England entertainment and media production company. He has also worked as a professional actor, director, and producer.  Additionally, Joe is a produced playwright.

When he's not lawyering, marketing, or social-media-ing, Joe writes scripts, songs, and stories.

He also finds time to lose at bridge a couple of times a month.

Follow Joe on Twitter: @JoeStanganelli

Also, check out his blog .

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Re: Survey frustration
  • 8/22/2011 3:41:57 PM
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The Netflix satisfaction survey, and so many others out there, smacks to me of somebody THINKING they ought to be collecting data but not really analyzing the why of it or, more importantly, putting themselves in the customer's seat and judging the survey question from that perspective. (Or maybe they did, but determined there was no way to get to the info they really wanted in a simple, straightforward fashion and this is simply their "throw in the towel" approach!)

Re: Survey frustration
  • 8/22/2011 2:44:36 PM
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Jaime,
Agree totally. I think on one hand they've tried to make the process simple and, well, short, but they've overdone it. They are also trying to simplify the data being collected but there are too many ways to interpret the answers for the process to be helpful to the company, which should be the whole point of the survey in the first place.

Re: Survey frustration
  • 8/22/2011 1:47:28 PM

I like their idea of the picture quality 1-question survey you randomly get after viewing a movie. But there is also a big problem with the question as well. Can you guess what it is? The email question reads:

Survey: How was the Picture and Audio Quality?

Dear Jaime,

You recently watched Goya's Ghosts. To help us ensure a great experience for all members, would you take a moment to tell us about the picture and audio quality?

The quality was very good

The quality was acceptable

The quality was unacceptable

-------

The problem is that it is trying to rate two different aspects of the movie. What if the video was good but not the audio? This composite question should be separated into two or show me only audio or video and the next person who watches gets the other one. With as many movie watchers, I am sure Nextflix would get a good sample and be able to react when a movie's audio or video is bad. Fortunately, I've always rated their instant viewing positively and never had a problem with video or audio.

Your post reminds me of the 1-question you get from a restaurant waiter. "Was the food good?" I have to say that even when it wasn't, I always say yes. By being more specific, it would entice the customer to be more honest. For example, was the chicken seasoned correctly? Was the milkshake too thick? Restaurants can gather lots of info if they just had the right 1-question selected.

Re: Survey frustration
  • 8/22/2011 11:27:10 AM
NO RATINGS

Hi, Beth.

Yes, I also have issues with Comcast's surveys.

I once made the mistake of agreeing to take a survey, but then deciding that I didn't want to after hearing the loaded question, and hanging up.  Comcast continued to auto-call me for WEEKS after the fact.  Now I never take their surveys.

Plus, you can't take the survey when a particularly dull-witted Comcast employee abruptly disconnects you -- which happened to me about a week ago.

Survey frustration
  • 8/22/2011 10:49:27 AM
NO RATINGS

Joe, I know this frustration well having recently had a similar experience with Comcast. I spent way too much time on a recent Sunday afternoon working with myriad Comcast techs as I tried to update my cable modem/router setup. Each time I had to initiate another call -- which happened multiple times during this process for a variety of reasons, including several instances of misrouting and disconnections, I was asked if I'd mind taking a quick survey at the end of my call. I did once, after talking to the first guy who was nice and helpful and even though he ended up not being able to help me he at least acknowledged that and successfully passed me along to the next tech down the line. She, too, was helpful -- or so I thought and so I rated the overall experience as positive. However, in thinking about the experience after the fact, I kind of think she just wanted me off the phone because she didn't know how to fix my problem. She told me to call back after my new modem had time to download all the appropriate software from the network, but that ended up resulting in about 2 hours and all sorts of misdirection. Ultimately, I had to reinstall my old modem. I should have taken multiple surveys expressing my irritation, but as the day wore on all I wanted was my dang connection reestablished and the heck to providing Comcast with usable feedback!

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