The second reason why customer satisfaction surveys are unreliable is that even if they are designed well, satisfaction surveys tend to condition the recipients to give a response. In most cases, only three or four of the “services” provided in a list of ten questions will actually be important. Surveys designed this way give a misleading view, as they do not ask a question which seeks to understand the importance of the particular services prior to the request for an opinion.Ī request for a response to a statement such as, “The booking process was very important to my level of enjoyment during my stay”, prior to, “How well did we perform?”, will at least make it clear whether the service we provided really mattered or not, independent of whether we provided the service well, or not.
The opinion is prompted by a question similar to, “The booking was handled with efficiency and attention to my needs” and the answers range from totally disagree to totally agree on a five point scale.
#4 MOMENTS OF TRUTH SERIES#
They ask a series of questions which request an opinion on how well the service provider performed. Understanding the moments of truth that are important to an organisation’s customers – by segment – is the key to understanding what is good customer service.Ĭompleting customer satisfaction surveys is not a reliable way of determining moments of truth for two reasons.įirstly, the design of most satisfaction surveys is usually poor. Moments of truth in a hotel, for example, will undoubtedly include (but not be limited to) booking the room, check-in, check-out, dinner reservations, dinner ordering, dinner presentation, eating (quality and quantity of food) and laundry receipt. A moment of truth is when an interaction occurs between a customer and the service provider that can leave a lasting positive or negative impression on a customer. In the Hospitality industry, there are a minimum of twenty or thirty moments of truth in its provision of service.
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