what your current and past customers are thinking.

A financial institution we work with called to do a telephone survey.  I have been with them for over three years and this was the first time anyone had asked me about my satisfaction with the products and services.  I found myself answering with “well they used to be a 3, now they are a 7, or they used to be a 10 and now they are a 2.”  I am sure that 7 and 2 are the survey answers recorded.  Doesn’t that miss the point?  My message was that they improved in one area and got considerably worse in another.  Although they identified strength and a weekness, this type of survey fails to deliver the information critical to make business decisions.  Is your company in touch with how your clients perception of your performance?