“It’s the JD Powerization of America!” a car dealer once told me. His small store was at the mercy of arithmetic: One bad customer survey would swing his store from a passing grade to a failing grade with the manufacturer.
One of my gurus once mused that, if he owned a car dealership, he would immediately hire someone responsible for data analytics. They would hoover up all data available in the enterprise system, CRM, etc. and predict things like inventory mix.
It’s the JD Powerization of America!
Both of these gentlemen would be pleased:
McKinsey & Company have an excellent overview of where customer experience measurement is going. Their survey of CX managers reveals most don’t have faith in CSI surveys. They don’t believe they are getting to root causes of problems or hearing from enough customers, for instance.
McKinsey highlights what else you can do. My guru was right. It’s as much IT as marketing–and it’s about predicting as much as grading.
The article has some practical next steps for companies wanting to move on this. But in the meantime … are you having a dialectic about your survey scores?
- If it’s just a black box at the end of the month, consider making survey responses a chance for a dialectic. It’s a tremendous coaching opportunity.
- The “common topics” worksheet (see link at bottom of the page) is a way you could do this. Take an issue from your surveys and plug it in to the worksheet’s questions.