Asking the Right Questions: How to Get ROI on Customer Surveys

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Published: March 6, 2014

When organizations get to a certain size, they become too large for their management to know every customer. Without the ability to understand what customers are thinking and feeling, executives typically focus on how much those customers are spending—a number that is easy to measure—and managers follow suit. The prevailing thought has been, “If our revenue is growing and we’re making money, we must be doing something right.”