Since there’s no single approach that’s right for every situation, Cecile draws on her experience in both qualitative and quantitative research methods to develop creative solutions that give confidence to decision-makers and inspire future possibilities. Her work across diverse sectors has provided Cecile with a well-balanced perspective that adds value to her thinking.
Cecile’s professional background includes co-founder and Director of The Navigators Community Pty Ltd, Managing Director of Synovate in Sydney and Director of Research Surveys in South Africa. She is a proud graduate of the University of Cape Town, with an honours degree in Business Science.
I was perfectly happy with my online banking service, until asked: “How likely would you be to recommend Online Banking to your friends, family or colleagues?” The answer is ‘not at all likely’. No more than I would recommend an ATM. Who goes around recommending Online Banking?
This is dangerous territory. When the survey experience is the customer experience, and it is negative, data gatherers have failed.
Is this a one-off example? Are we at the cusp of a backlash against the proliferation of questions we are bombarded with every time we interact with any ‘touch-point’? Is the “customer journey” so littered with survey pot-holes that it has become difficult to traverse?
The signs are there for a perfect storm:
This paper anticipates the problems that potentially lie ahead, shines a light on the practices that are less than desirable and suggests ways to divert the storm clouds.