You Can Survey Too Much
4/11/13 / Kevin Raines
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:
- 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.
- 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.
- Per the LAX example, survey results are most effective when meshed with the real world.
- 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?