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Customer Surveys Are No Substitute for Actually Talking to Customers

Customer Surveys Are No Substitute for Actually Talking to Customers

Harvard Business Review - Graham Kenny

I’ll never forget the questionnaire handed to me midway through a flight from Los Angeles to Sydney. It was massive. Page after page of detailed tick-the-box or circle-the-response questions – it seemed to me it would take the full 13-hour flight to complete. I started, but it was too much work and …

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