Many feedback programs fall short in two ways. They arent real time, or they arent delivered to the right person when it counts.
Quarterly customer service surveys carry an inherent flaw they depend on customers memories, which dramatically deteriorate over time. Surveys about large purchases can also be subject to cognitive dissonance bias. Customers making purchases with a large degree of commitment try to convince themselves that they made the right choice. They will look more positively on a large purchase due to cognitive dissonance, and this bias appears in post-purchase surveys.
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