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To some, customer survey research is all about the number

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.

About the Author

Leslie Pagel

Leslie Pagel

As vice president of customer experience, Leslie is responsible for incorporating the voice of Walker’s customers into the solutions development process. To do this, Leslie spends the majority of her time interacting with Walker account teams, clients, and prospective clients to understand their business challenges. She coordinates several listening posts that are used to drive strong client relationships and enhance our consulting and technology capabilities.

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