Tips for Online Surveys Tips for Online Surveys 47 Text comments enable customers to tell you exactly what they feel you need to hear Many companies are almost exclusively listening to happy customers. We think this is a BIG problem. The distribution of satisfied to dissatisfied customers in the results of the average customer satisfaction survey typically follows a very different distribution from a normal distribution. We’ve seen that there is very little variance in structured customer experience data and variance is one of the key things companies should be looking for. Free-form text responses to the right open-ended question can be effective in predicting actual customer behavior because text comments enable customers to tell you exactly what they feel you need to hear. Pro-tip: Don’t just ask the typical NPS follow up: ȊWhy did you give that rating?ȋ, but also follow up with: ȊIs there anything else we can do better?ȋ to get more areas to improve on, even from satisfied customers. Source: Odintext © 2017 GRBN Participant Engagement Handbook | 120 © 2017 GRBN Participant Engagement Handbook | 121