Pitfalls in Customer Surveys

I ReturnOnBehaviorMagazine. com > Edition 11 Pitfalls in Customer Surveys “Our customer satisfaction doubled in comparison to last year”. “Our customers are the most satisfied throughout the industry”. “95% of our customers consider our service excellent”. >>> Everyone has heard those statements and of course they sound good, but are they really valid? The truth is that in fact many empirical studies are not valid. In many cases, basic rules of empirical research are ignored, results often become eyewash leading to misinterpretations and wrong (re-)actions. The following article describes the most common empiric pitfalls and shows how these can impede the right course of direction.