CX professionals—and business leaders who rely on direct customer data—are faced with a signi cant challenge: survey fatigue. Overwhelmed with data, marketing messages, and requests for input, many customers simply tune out the well- intended transactional or relationship survey from vendors they do business with. Worse yet, those who do respond typically represent a biased perspective. They’re either happy enough to take the time to let you know—or angry enough to do the same. What’s sacri ced in the balance is the vast, and silent, majority of your customers who fall somewhere in between.
What does it all mean? That even organizations who are investing in robust survey programs and tight, closed-loop recovery processes are operating with precious little knowledge of what their customers, as a whole, want and need. But what if you could take the things you know about those who speak—and apply them to the things you don’t about those who are silent?