The Real Ultimate Question
I think companies lull themselves into thinking they ask the right questions of customers when they really don't. And they think customer intelligence is informing business when it's not. As our 1to1 Weekly story points out, a company needs to ask relevant, tough questions of its customers and then have the guts to look at the results in the harsh light of reality. Customer survey results, whether via NetPromoter or anything else, should have an element of discomfort. If customers are telling a company everything's great, we're very happy, etc., then it's time to get very concerned. It's time to see customer intelligence as an opportunity for growth. Not a reassurance.
