Think your DIY customer survey produced the data you needed? Are you confident in your ability to analyze that information and implement those client recommendations?

I sat down with Martha Brooke, chief customer experience analyst and founder of InterAction Metrics, to find out how better questions translate into meaningful customer insights.

"Just because you have a platform like SurveyMonkey doesn't mean you have a good survey." Take Martha's word on that; she's been in the business of creating customer listening mechanisms since 2004. She's also used her LinkedIn blog to call out some of the biggest companies in the world for their abysmal client questionnaires.

Beyond the questions, there's the mechanism; not all businesses benefit from surveys.

Martha says that companies with inside sales, tech support, or customer service find call recordings or client interviews more helpful. "That's a great way...because the customer will drop little clues about what they're looking for."

Interested in eliminating bias from your DIY surveys?

Looking for simple ways to encourage worthwhile feedback from your best customers?

Martha shares more tips and tricks in our conversation so listen in.

Get the full show notes at distributiontalk.com.

"Honestly, without getting those kinds of insights...you're sort of running rudderless... you're in the dark and it's hard to steer the ship." ~Martha Brooke

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Distribution Talk is produced by The Distribution Team, a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth and achieve personal goals.

Edited & mixed by The Creative Impostor Studios.

Connect with Jason on LinkedIn.

Connect with Martha on LinkedIn.