What, Consumer Feedback Surveys Again?: A Guide to Improving the Utility of Consumer Evaluations

Abstract

Although popular, consumer feedback surveys have not been very successful evaluative tolls in the sense of providing useful information to management. Lack of variability in client satisfaction and low survey response rates have been among the problems that have plagued consumer satisfaction studies. Four steps are discussed that help to overcome these problems. Each is illustrated by examples drawn from a client survey conducted in an integrated human services department. It is concluded that a consumer feedback survey can provide useful information well worth the cost of the study if sufficient preparation and imagination are devoted to designing and implementing the surveys.