Customer Questions Quiz
Pick the Best Questions
Survey questions are most often statements and by far the most popular rating scale asks respondents to rate their agreement with the statements.
For each of the following pairs of statements, select the one with the best wording such that it will not contaminate the response, or select “no difference” if you believe they are equally well-worded.
We should only ask about customer complaints if we know a customer has lodged one. If we ask this question of everyone, it may insinuate that complaints are likely or probable. It's better to gauge the company's willingness to listen, which is applicable to all respondents.
This is a choice between a good question and a better question. Asking if the flyer is valuable provides good information. However, if we want to know whether the flyer impacts customer behavior by driving customers to our doors, then it is better to ask if they are more interested in shopping after receiving a flyer.
The use of strong terms such as "never" in the bad question should be avoided because it is polarizing. There will inevitably be a few times that standards slip in every organization. The phrasing of this question invites respondents to place a disproportionate focus on these rare occurrences.
Respondents may not know the overhead costs asked about in the bad question. This question may also unnecessarily highlight overhead costs - if customers perceive these as being low, they may feel they should receive a price break.
Both of these questions ask about intentions, but the bad question 'boxes' the respondent in by asking definitively what they 'will' do. There could be unpredictable factors outside of respondents' control that may impact their likelihood of repeat business. Thus, a negative response may have nothing to do with the company itself.
The bad question is double-barreled, as it singles out two different groups that have the potential to be evaluated very differently. Customers may feel that sales representatives are really responsive, but customer service representatives are not. The bad question should be broken out into two separate questions. One to address sales representatives and one to address customer service representatives.