There are many places you can go wrong in constructing and delivering a customer satisfaction survey that can keep you from getting an accurate picture of your customer experience. And most companies do go wrong in their survey design and deliveryoften in multiple ways. (Alarming but true: If you send out a defective survey, it might be worse than not surveying your customers in the first place, because of the risk that the data you get back will be invalid but nonetheless used to guide company strategy.)
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