Positive or Negative Customer Feedback – It is all Good
March 20th, 2009 by
Jared Bothwell
Recent market research undertaken by ING has drawn criticism from customers. In the NBR article, ING research draws suspicion, customers being researched have claimed that some of the questions are quite leading.
While the actual questions remain a mystery the underlying issue is that ING customers are a pretty unhappy bunch at the moment (largely due to frozen funds).
It is likely that the survey would have received criticism regardless of what questions were asked. The problem here seems to be the timing of the survey.
I wouldn’t recommend delaying the research just because your customers may not be happy with you - positive and negative feedback is all valuable.
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