#37: The Art and Science of Customer Surveys - With Martha Brooke, Founder and Program Director, Interaction Metrics

We’ve all taken surveys.  Clearly some are better than others. Well designed and implemented surveys can provide business leaders with actionable insights that improve retention, reduce cost to serve, and drive customers loyalty - if acted upon. They can help companies serve their customers better and provide them with more value. Poorly designed surveys do just the opposite. Martha Brooke is an expert when it comes to customer research.  Martha shares some of the secrets of best in class survey design with power and passion. In this episode we discuss: What’s the primary problem with surveys today? What are the 3 areas of differentiation for scientific research How to ask provocative questions to increase market share The art and science of surveys The problem with most CX programs  The power of 3rd party surveys MEET MARTHA Martha Brooke is a Certified Customer Experience Professional (CCXP) and holds a Blackbelt in Six Sigma. To dramatically improve the Customer Experience, Martha founded Interaction Metrics, a Customer Experience (CX) Consulting Company in 2004. Clients such as Yaskawa America, Bosch, and Synchrony Financial choose Interaction Metrics for its pairing of scientific CX research with software such as Power BI, Alchemer, and Qualtrics.  With her team of Analysts, Martha uses qualitative and quantitative research methods to pinpoint customer experience gaps and improvement opportunities. Methods include Text Analytics, Surveys, and Customer Service Evaluations. To spur dialogue about the Customer Experience, Martha leads top-rated conference sessions and workshops. Some of the organizations where Martha has been asked to speak include Project Management Institute (PMI), American Society of Plastic Surgeons (ASPS), HDI, The Score Conference, Customer Solutions Expo, American Marketing Association (AMA), NICSA at the Harvard Club, Operations Summit, Association of Support Professionals, and SOCAP International. Prior to Interaction Metrics, Martha worked for two dotcoms, Lucy.com and Food.com, where she drove improvements into the customer experience. And she held operations positions in areas that touch on aspects of CX such as quality assurance and customer service. Subscribe to The Delighted Customer Podcast so you don't miss an episode: https://www.empoweredcx.com/podcast Subscribe to The Delighted Customer Newsletter for practical tips and insights: https://www.empoweredcx.com/delightedcustomersnewsletter