 OUR TAKE -
Incredibly Incredulous Surveys
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| Lasting Impressions:
In the sweetness of friendship let there be laughter, for in the dew of little things the heart finds its morning and is refreshed.
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Kahlil Gibran
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The number of personal stories about car dealers "gaming" the customer survey suggests a systemic issue (read Incredulous Customer Feedback). At this point, it seems like a cheap shot to make a direct connection between the practice and the current state of the auto industry. I will refrain. Instead, let me deliver (as promised), more feedback on credible surveys.
So consider this approach: "I recently answered a survey on my recent purchase and when I gave the vendor a dissatisfied rating, a window popped up and asked me 'Are you sure you want to give a dissatisfied rating? Such a rating will adversely affect the vendor's rating.' If I'm going to be made to feel guilty, I might change my mind just to be nice. That's a lousy survey process."
And you wonder where material for Dilbert comic strips comes from. Likewise, do you think there was a pop-up question asking if the respondent was sure about giving a positive response? Probably not.
That's my take. What's your take?
Gary Lemke, Publisher
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| Stock Ticker |
| Unica | 4.85 |  | 0.29 |
| Chordiant | 3.5 | | 0.15 |
| Jacada | 2.9 | | 0.12 |
| SupportSoft | 2.32 | | 0.08 |
| Teletech | 12.77 | | 0.37 |
| Vignette | 7.19 | | 0.2 |
| RightNow | 7.7 | | 0.21 |
| NetSuite | 11.78 | | 0.3 |
| HP | 34.85 | | 0.73 |
| Astea | 2.25 | | 0.04 |
| SPSS | 30.98 | | 0.54 |
| ATG | 2.95 | | 0.04 |
| SAP | 39.2 | | 0.52 |
| NICE | 25.09 | | 0.31 |
| Interactive | 10.88 | | 0.13 |
| Convergys | 9.49 | | 0.09 |
| LivePerson | 2.39 | | 0.02 |
| CDC | 1.25 | | 0.01 |
| Sykes | 17.01 | | 0.12 |
| Epicor | 4.5 | | 0.03 |
| ICT | 6.34 | | 0.03 |
| Tekelc | 13.01 | | 0.06 |
| Pegasystems | 18.86 | | 0.05 |
| eLoyalty | 5 | | 0 |
| Selectica | 0.5 | | 0 |
| NCR | 9.3 |  | -0.06 |
| APAC | 3.79 | | -0.05 |
| Oracle | 18.59 | | -0.28 |
| Salesforce | 37.36 | | -0.56 |
| Amdocs | 18.83 | | -0.41 |
| Rainmaker | 1.02 | | -0.03 |
| ClickSoftware | 3.88 | | -0.41 |
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As of 4:00 p.m. on 4/15/09 |
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