Changes

Have you ever looked at the result of a customer survey and thought 'WOW, a 90% approval rating' and thought that this is a company that I'd like to do business with? After you've read the playbook you might be rather more sceptical: in the example quoted the customer survey had only measured for feedback those customers who had received the goods and had not complained or returned anything. A separate analysis, measuring all customers' responses found a satisfaction rating in the mid-sixties. This isn't a ''bad'' rating, but the 90% rating was not a true reflection of how the customers felt.

I could see the benefits that a customer-experience professional could bring to any organisation but a good manager could use the format of the playbook to draw out the information he needs to improve the interaction between the organisation and its customers. There is some merit in using an outsider in that Angrave has encountered employees who rated their company highly in the expectation that they would get a larger bonus whilst the reality was that there was widespread dissatisfaction.