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Customer Surveys Are No Substitute for Actually Talking to Customers

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Customer Surveys Are No Substitute for Actually Talking to Customers

Harvard Business Review - Graham Kenny

Surveys are a pain to complete and, as a result, most people don’t invest much thought in filling them in, which means the information they give is low-quality and unlikely to provide strategic insight. Talking to customers and asking open-ended questions yields better results and in most cases …

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