To some, customer survey research is all about the number. But, to others, it is about the action, the progress, and the reward.
Earlier this week I had an opportunity to talk with an enlightened executive from a large, global software company. During the conversation we discussed collecting customer feedback for purposes of tracking a number.
His thought went something like this: "That is like looking in a mirror and I don't want to just look in the mirror. I want to discover new insights, new ideas...things I don't already know."
The fact is, we need both. We need a way to measure our progress, to make sure we look good in the eyes of customers. But, we must also extend the customer perspective to enable "the reveal." To allow us to see something about ourselves that we haven't seen before.