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It’s Time for Customer Independence Day

This past weekend, in the U.S., we celebrate the 4th of July, our Independence Day. We celebrate our independence from what was deemed an overreaching King George III and his domain, England. In a fantastic display of prescience on July 3, 1776, John Adams told his wife, Abigail, that the act of declaring independence…

“…will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more.”

King George III asked too much of the upstart colonists. He asked too much in the form of taxes. He tried to exert control over the activities of the colonists and over their beliefs.  And the colonists who believed strongly in self-governance wanted a voice, they wanted representation in the government. Finally, the colonists had had enough. They rebelled. On July 2, 1776, they voted to approve a resolution declaring their independence, and on July 4, 1776, they approved the Declaration of Independence. This new breed of colonists refused to play by the old rules, and they let England and King George III know it through their words and by their actions.

Today, much like the American colonists of the 1700s, customers are rebelling. They are telling companies they are asking too much in terms of the number and length of surveys and they are showing them by refusing to participate, causing response rates to continue to decline.

It’s time for Customer Independence Day; time for us to ask less of our customers and deliver more to them. Time to break free of the overreaching grasp of surveys. Time to use surveys judiciously and purposefully and replace them with smart, advanced analytics applied to existing data.

The Optimized CX SystemTM allows companies to do just that. This system is designed to help businesses use the information they already have and avoid asking customers to complete bloated surveys that ask questions for which the answers are already known (or should be known). While The Optimized CX System won’t be celebrated with “pomp and parade,” it will generate significant and meaningful “illuminations” for enlightened firms that are looking to create a competitive advantage.

About the Author

Phil Bounsall

Phil Bounsall

As president at Walker, Bounsall is focused on the development and execution of strategies and operating plans designed to enhance Walker’s position as a global leader in customer intelligence. Bounsall also works with Walker’s client service teams to help meet the needs of Walker’s clients.

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