Most businesses rely on surveys to gauge customer satisfaction, but here’s the uncomfortable truth: surveys rarely tell the full story. Why? Two key reasons:
1. The Silent Majority
When things go smoothly, customers don’t usually leave feedback. That’s just how we are—we expect things to work. But the one time something goes wrong? That’s when the 1-star ratings roll in. It’s like throwing a dart at your overall score without considering the 99 other positive experiences.
2. Flawed Scales
Let’s talk about those generic 1–5 scales. What’s the difference between a 4 and a 5? Most people can’t say. A 4 might mean “good,” and a 5 means “great,” but it doesn’t tell you why. And without the why, how do you improve?
This creates a skewed version of reality—an exaggerated emphasis on rare bad experiences while the majority of good ones are ignored. It’s a recipe for chasing shadows and fixing problems that might not even exist.
What’s the Fix?
Rethink how you gather feedback. Instead of asking for generic ratings, focus on problem identification. For example:
“Was there an issue with your experience? If yes, what was it?”
This shifts the focus to actionable insights without skewing your data with silent majorities or reactionary 1-stars.
Surveys can be a powerful tool, but only if they’re designed to give you the right insights. When it comes to customer feedback, less fluff and more focus is the way forward.
