“A good metric changes the way you behave.” – Alistair Croll & Ben Yoskovitz, Lean Analytics.
When you're conducting surveys, the quality of your customers' answers flows directly from the quality of your questions. When you're using questions to get actionable insights, you need them to be specific. And that's where most surveys go astray.
In our early days, we would ask our customers questions that were too general to gain any valuable information from. Answers to “How satisfied are you?” gave us some basic insights, but nothing else: when someone answered “very satisfied” or “very unsatisfied,” we didn't actually know what they were talking about. They could be rating their satisfaction in terms of the product, customer service, or delivery, or something else entirely.