What is the real purpose of customer surveys? The answer changes, depending on who you ask. Ask a company and they will tell you that they are seeking feedback and validation. Pose the same question to a customer and she will say that she invests time taking customer surveys because she seeks change and action. Welcome to another disparity between customers and vendors.
Understanding the purpose of customer surveys is not just a matter of semantics. This is not an exercise in wordsmith. There is a fundamental difference between companies and customers in understanding the purpose of the dialogue. When approaching customers with customer surveys, companies often are seeking validation for their actions. They are trying to obtain affirmation for the legitimacy of their products and services. As a result, questions are designed with very few strategic intentions. The questions often reflect wishful thinking and hopeful answers. As a result, the survey results reflect the expected answers and provide very little execution guidance.
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