Charles Goodyear ran thousands of rubber experiments, but it was the analysis, not the mixing, that turned them into vulcanisation. Most customer feedback programs do the mixing and skip the analysis. Here are five analysis disciplines that decide whether your feedback drives change or quietly fills a database.
Bad survey questions don't just annoy the respondent, they hand you data that's quietly wrong, and you only find out months later when you try to act on it. Here are the worst real-world survey question patterns I've collected, from biased phrasing to mandatory questions with no "N/A", and how to spot them in your own survey before they ship.
Most businesses chase new customers while their existing ones quietly leak out the back door. It's the wrong way round, retention is cheaper, faster and lower risk. Here are three practical retention plays you can put in motion this week, not next quarter.
Retention programs work best when they match where the customer actually is — new, established, wobbling or already out the door. Use a renewal play on a brand-new customer and you'll waste money; use an onboarding play on a defector and they're gone. Here's how to match the initiative to the lifecycle stage.
Trigger-based marketing can lift conversions to 45% and cut DM costs by 35%, and most teams freeze before they start because of six predictable objections. Data isn't good enough. Whole-of-customer view is too hard. Customers will feel watched. Here are the six road-blocks, all six demolished, so you can stop using them as reasons not to start.
There are thousands of possible survey questions, but only three types that actually do work for the business, outcome, attribute, and how-to-improve. Get one wrong or skip one and the data doesn't drive action. Here's each type explained, with 149 real-world question samples to draw from.
