Thats not because we lie, although we do surprisingly often. According to a study, 60% of people tend to fib at least once within ten minutes of meeting someone new.[1] But the truth gap between our words and feelings isnt always deliberate. Were just naturally bad at articulating what makes us happy.
An increasing number of marketers are abandoning questionnaires and replacing them with more scientific techniques to probe whats really on their customers minds. And when it comes to measuring a better customer experience, CX professionals should do the same.
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