Quantum Metric: More than half of consumers stop responding to surveys
In an interview, Quantum Metric's general manager of voice of customer argues that long surveys and NPS are failing customers and brands alike.
What's happening
According to MarTech's account of an interview with Quantum Metric's general manager of voice of customer, more than 50% of consumers stop responding to direct surveys. These customers silently walk away from brands that ignore them.
Whose desk it lands on
The executive responsible for customer experience. What data tells you what customers who don't fill out surveys are thinking?
Our view
The CX Brief's interpretation, not a claim made by the source.
The problem described in the interview goes beyond low survey response rates. According to Quantum Metric, a company that makes NPS its strategy or a compensation metric starts managing the number instead of helping the customer.
Before adding a new survey, decide which question you need to ask: a guide comparing NPS, CSAT and CES.
