Because of the irrational thinking, and behaviors, of our customers…asking them for customer satisfaction surveys can be dangerous. This is primarily because customers have a habit of lying: whether it be exaggeration, a blatant lie, or not speaking up. This can make customer satisfaction surveys lead you down the wrong path to correcting mistakes, or continuing the trends that customers are saying they enjoyed. Cusik argues that this leads to one conclusion: surveys are only good for knowing if you are doing well or making customers upset, not qualifying success or failure measures.
He then goes on to write that, since surveys are a poor way to measure customer satisfaction, why not measure customer satisfaction through direct observation? Cusik suggests that we should watch and learn what are customers are doing and that we should put ourselves in our customers’ shoes. Ask your customers behavioral questions, instead of basic questions like: did you enjoy your service? Was everything satisfactory? Ask questions like: how long did you have to wait in line? Was every item working properly upon initial purchase? These types of questions will give you a clearer idea as to what your customers are actually thinking.