Sep 23, 2020 - Mandatory fortification in India: Regulation set to compel firms to fortify edible oil and milk

From the Editor's Desk

Customer Surveys Are No Substitute for Actually Talking to Customers

I'll never forget the questionnaire handed to me midway through a flight from Los Angeles to Sydney. It was massive. Page after page of detailed tick-the-box or circle-the-response questions - it seemed to me it would take the full 13-hour flight to complete. I started, but it was too much work and I abandoned it halfway through. I thought to myself: does management really believe they get valid and reliable data from these surveys?

For many organizations, surveys like this qualify as "talking to the customer." They're ubiquitous - appearing in hotel rooms, after online purchases, and in hospital emergency departments. But do they really qualify as customer consultation? Or are they a symptom of an isolated management just putting on a show of interest? What can be done instead?

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