Ever since I was a boy growing up in Colorado, I have loved exploring the mountains. By now I have run, hiked, and skied thousands of miles through this magnificent wonderland and have learned some great life lessons from it—one of which is, “More does not necessarily mean better.”
When I was young, I carried everything I thought I might need. My legs might have gotten stronger, but my experience was hindered with the weight of my pack. Now, before I go out I ask myself, “Do I need this, or can I make do with what I have?”
When it comes to data, businesses are in a similar situation. They have all the data they can handle, but often are asked for more to answer specific questions for other areas of the organization. The rise of DIY surveys have made it fast and easy to survey customers. On one hand, this is a positive: It illustrates that organizations are understanding that customer feedback can inform every facet of their business.
On the other hand, if businesses are not careful, they risk unnecessarily overburdening their customers and contributing to survey fatigue.
We know that if customers care about something, they will tell you—so why not take a closer look at the data you already have?
For example, one InMoment client I recently spoke with was asked to report to executives on a specific seasonal event. Instead of sending out a survey to ask customers for feedback, he used Explore to search comments that had already been provided. He quickly learned that what customers were expecting did not match their actual experience, leaving them with a negative perception of the brand. Customer comments illuminated a clear discrepancy between the marketers who advertised the event, and the store managers who actually carried it out, which can now easily be avoided next time this event takes place.
So, just as I’ve learned to do when hiking, before you send out yet another survey, try asking yourself, “Do I need to do this or does my data already provide the answer?”