The Ultimate Question 2.0 (Revised and Expanded Edition)

5

The Rules of Measurement

Traditional methods of measuring customer satisfaction have so many shortcomings that we devoted an entire chapter to them in the original version of this book. Today, these shortcomings have become widely recognized, and we will only mention some of the most common:

• Most surveys are too long. They create unnecessary complexity and waste customers’ time.
• They are designed to generate research reports, not to drive daily frontline learning and behaviors.
• They are often anonymous, which eliminates the possibility of closing the loop with individual customers.
• They are structured in the language of the researcher, not the customer.
• Response rates are typically low, so the results are unreliable.
• Often, the wrong customers ...