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What Your CustomersReally Think About You

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Lori Gauthier, Ph.D. Director of Marketing Research Zendesk

@datadocgauthier lgauthier@zendesk.com

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So, you need data. And you want to use surveys to get it.

Now what?!

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Content• The good• The bad• And the truly ugly

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Example: asking about effort.

How hard are your customers working to get help from you?

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How much effort did you personally have to put forth to get your issue resolved?

Very low effort Very high effortNeutral High effortLow effortCES v1.0

Example: asking about effort.

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The good: your construct of interest.• Question should ask about your construct of interest

as you’ve operationally defined it• Scale should provide responses that appropriately

measure your construct of interest as you’ve operationally defined it

• Question and scale capture only your construct of interest and nothing else

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Maximize, minimize.

Maximize the good stuff: construct of interestMinimize the bad stuff: random error

Minimize the truly ugly stuff: systematic error

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Observed score = true score

Observed score = (1) true score for construct of interest + (0) other constructs+ (0) random error+ (0) systematic error

Observed score = True score

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The bad: random error.• Question or scale uses complex language, grammar• Question or scale has multiple interpretations• Question is double barreled • Scale is too sensitive, not sensitive enough• Scale has no verbal labels• Scale is not construct-specific• Number of scale points is even

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The truly ugly: systematic error.

• Question or scale is unbalanced, leading• Question or scale induces acquiescence bias• Setting induces transactional bias• Order induces carryover effect

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Example: asking about effort.

CES v2.0

To what extent do you agree or disagree with the following statement? The company made it easy for me to handle my issue.

Strongly disagree

Strongly agree

Neither agree nor disagree

Disagree AgreeSomewhat disagree

Somewhat agree

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Example: asking about effort.

CES vLori

How difficult was it to get the company’s help in solving this issue?

Not at all difficult

Extremely difficult

Moderately difficult

Very difficult

Slightly difficult

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Example: asking about effort.

How hard are your customers working to get help from you?

What is making them work so hard?

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Example: asking about effort.

How did the company make it difficult? (Check all that apply)

I had to contact the company multiple times I felt like I was talking to a robot I had to repeat myself I had to use a channel I don’t like (phone, web form, chat, email, FAQ) I was transferred from person to person Some other reason (Please specify)

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So, you need data. And you want to use surveys to get it. Now you can ask the right questions!

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Post-session survey.Please let us know what you

thought about this session by completing the survey on the

Relate Live app.

Thanks so much!

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