If you define a customer experience that the combination of all your touchpoints are supposed to deliver to customers, you better make sure that this experience is delivered properly and consistently. Hence, a large proportion of companies have set up customer surveys that monitor execution and assess the effect it has on their customers. Unfortunately, many of these measurements are either largely ignored or – even worse – manipulated by company representatives who feel it is preferable to seem good rather than to become better. By doing so, they deprive their company of one of its most valuable assets: candid customer feedback.
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