For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	March 17, 2009 Make The Most Of Web Site Satisfaction Surveys Go Beyond Measurement To Modeling And Diagnosis by Megan Burns with Ron Rogowski, Rachel Zinser, Steven Geller, Angela Beckers

This is an excerpt

Executive Summary

Customer satisfaction surveys are popular, but overall satisfaction scores don't produce actionable insights. Firms need detailed data on specific factors that influence visitors' overall perception of a site like content, navigation, and search. They also need to collect data on how the context of a visit influences satisfaction ratings and analyze the data to find trouble spots, understand how satisfaction influences future behavior, and prioritize site fixes. Though it's tempting to try to do everything at once, customer experience professionals should institute an ongoing program of short, focused surveys that will build their understanding of what visitors want over time.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.