PORTLAND, Ore., July 24, 2017 /PRNewswire/ -- In the first
study of its kind, Interaction Metrics examined the
point-of-purchase surveys for 51 of the largest retailers
(companies like Lowe's, Ace Hardware and Wal-Mart). The study found
that 96% of these retailers run point-of purchase (customer
satisfaction) surveys—and 98% of the surveys were useless or
poor.
The two most common problems were: biased questions and a
failure to engage with customers and show customer
listening.
Methodology: Interaction Metrics had shoppers buy products from
retailers and save their survey receipts. For those retailers who
offered a survey, Interaction Metrics' analysts used a set of 15
criteria to evaluate the surveys. The criteria included survey
length, question relevance, and question bias. For a description of
each criterion and how it was scored, read the Study Report.
A few of the specific findings included:
- With 23 questions on average, the surveys were
excessively long.
- 32% of all questions were leading—they prompted
customers to give a positive answer.
- 7-Eleven had the best survey—it was just 13
questions, none of which were leading, irrelevant, or used forced
wording. In addition, 7-Eleven's satisfaction survey was customized
to the customer's feedback, whether that was a complaint,
compliment or question.
Martha Brooke, Chief Analyst and
Founder of Interaction Metrics states, "To get value from their
surveys, the largest retailers need to strengthen their survey
science—and show they are interested in listening to their
customers and finding out about the experiences they had."
This study highlights how easy it is to produce a flawed survey.
These findings should be considered by any company with a
customer feedback program.
The retailers selected for the Point-of-Purchase Survey Study
were the top retailers by 2015 sales volume as determined by the
National Retail Federation (NRF), omitting supermarkets and
membership stores. The surveys were collected between June 23 and July 27, 2016. Interaction
Metrics was able to evaluate the surveys for 41 of the 51
retailers: 2 didn't run a survey and 8 administered their survey
randomly, and the Interaction Metrics' shopper was not among those
randomly chosen.
For more about this study, read the report, get
the data or watch the 2-minute
video.
While Interaction Metrics is in the business of providing
scientific customer satisfaction surveys, making them qualified to
evaluate these surveys, this is an independent study—neither
Interaction Metrics nor its employees have ties (financial or
otherwise) to the retailers in this study.
Interaction Metrics, 107 SE Washington St. Suite 162,
Portland, OR 97214, 503.205.7003
InteractionMetrics.com
Media Contact:
Martha
Brooke
Interaction Metrics
(503) 205-7003, ext. 701
169225@email4pr.com
View original content with
multimedia:http://www.prnewswire.com/news-releases/study-98-of-point-of-purchase-surveys-are-ineffective-and-poorly-constructed-300492733.html
SOURCE Interaction Metrics