The Survey Nobody Answers
Who this book is for
Người làm chăm sóc khách hàng (customer success) ở doanh nghiệp Việt Nam bán phần mềm, dịch vụ hay giải pháp theo hợp đồng định kỳ cho khách doanh nghiệp: nhân viên phụ trách vài chục tới vài trăm tài khoản, trưởng nhóm nhỏ, hoặc người đầu tiên làm nghề này trong công ty; liên lạc với khách chủ yếu qua Zalo, thư và cuộc gọi.
Sound familiar?
- Sends a twenty-question survey, gets three replies.
- Has a quarterly satisfaction score nobody acts on.
- Low scorers never get a follow-up call.
- Surveys reach only the main contact, not daily users.
After reading, you can
Help customer success staff design short surveys, raise response rates and turn answers into action.
Each chapter answers one question
Chapter 1: Can sending a survey without a plan do harm?
What will I do differently because of this answer?
A survey is only worth sending when you already know what you will do with each kind of answer.
Chapter 2: Are my survey questions putting words in customers' mouths?
Is my question asking exactly one thing?
A good question asks one thing and does not suggest the answer.
Chapter 3: Do customers ignore surveys because of timing?
Who do I send the survey to, when, and through which channel?
Response rates depend more on timing than on content.
Chapter 4: Does a high average score mean customers are fine?
What are the customers' answers saying?
An average score tells you nothing unless you read every open answer.
Chapter 5: Do customers know anyone read their last answers?
Do customers know what their answers led to?
Customers only answer next time if they saw that someone read the last one.