Radiance Blog

You Can Survey Too Much

Last week, the Wall Street Journal wrote a piece called, “Dear Airline, Here is the Problem…” about airline customer surveys and how they’re used.  We enjoyed the article and wanted to share our key takeaways:

  1. The airlines sample judiciously to develop statistically reliable data with minimum intrusion on their customers.  This is a more sophisticated approach that we at Corona also use.
  2. They act upon the survey results.  Developing facts should not be the goal of a survey.  Rather, the goal should be to use those results to drive actions and strategy.
  3. Per the LAX example, survey results are most effective when meshed with the real world.
  4. If done properly, the act of surveying itself can help create a positive customer experience.

Have you recently been surveyed by an airline? What was your surveying experience?



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