Surveys are the default tool for understanding what customers think — and they have real disadvantages people forget to mention. After twenty years running customer and market research, here are ten advantages worth leaning into and the limitations worth designing around, so the survey earns its keep instead of just filling a reporting deck.
When skeptical executives ask whether NPS actually moves revenue, vague assertions don't help. Here's a running collection of public case studies — B2B and B2C, with the hard numbers — for the next time you need proof in the room.
Your inbox just delivered a stack of customer feedback — numbers, scales, paragraphs of free text, the lot. Where do you start? Qualitative or quantitative? Both have their place, and choosing wrong wastes the week. Here's the three critical differences, with examples, benefits, and where each shines.
Should NPS be reported by the date the survey went out, or the date the response came back? It feels like a small reporting decision — until the wrong choice quietly distorts your trend line for months. Here's the case for each side and why "received date" is usually the right answer.
Subscription models have turned churn prediction from a back-office calculation into a board-level metric. The maths is harder, the signals are noisier, and the stakes are higher. Here's how to build a churn-prediction system that actually catches at-risk customers three to six months before they leave — in both B2B and B2C.
Where should you spend the next CX dollar — service responsiveness, a new feature, queue times, the website? The Kano model gives you a way to triage by customer impact. Combined with Net Promoter Score data, you can identify which attributes are hygiene factors, which delight, and which to leave alone. Here's how to run the combined analysis.