Conducting customer surveys is a common business practice. Within the last two weeks alone, I have been asked to complete at least five customer surveys.
Q: Why is surveying customers such a common practice?
A: Because of the belief that customer surveys pay off with increased profits.
Is this belief correct or is the practice of surveying customers one that simply gives companies a false sense of empowerment? Social scientists all over the world have conducted much research across a broad range of industries (including e-businesses) in order to answer this question. One such study, conducted by John Bowen and … Continue Reading…
NBRI - Wise Investing Customer Surveys And ROI (4)