th a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extremWhile many companies have spent millions of dollars on "customer relationship management software" aka CRM, the investments have not yet proven to be worthwhile due to kinds of data being collected on a daily basis. Most of the data obtained by CRM systems is very number's heavy and contains details of transactions including how much, total cost, price, etc. The data that is missing - that is MOST DESIRED - is what the experts call "attitudinal data".

This type of data contains what your customers think and feel during a transaction. Was your store dirty? Why did they buy the black suitcase and not the blue? Is there something wrong with a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extreme

ue to kinds of data being collected on a daily basis. Most of the data obtained by CRM systems is very number's heavy and contains details of transactions including how much, total cost, price, etc. The data that is missing - that is MOST DESIRED - is what the experts call "attitudinal data".

This type of data contains what your customers think and feel during a transaction. Was your store dirty? Why did they buy the black suitcase and not the blue? Is there something wrong with a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extrem

g how much, total cost, price, etc. The data that is missing - that is MOST DESIRED - is what the experts call "attitudinal data".

This type of data contains what your customers think and feel during a transaction. Was your store dirty? Why did they buy the black suitcase and not the blue? Is there something wrong with a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extrem

s what your customers think and feel during a transaction. Was your store dirty? Why did they buy the black suitcase and not the blue? Is there something wrong with a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extremth a blue suitcase? Etc. Simple questions in the form of a transactional survey - sent out right after a purchase or at the bottom of a receipt - can be extremely effective in filling in some of the holes that your current customer satisfaction survey system (or lack thereof) might have.

In additional to this style of transactional customer survey, you can also issue periodic customer surveys - perhaps every year or maybe twice a year... the less often the better. These surveys would ideally capture and show a trend over the long term. Maybe you are a hotel chain and your satisfaction scores were low in 2005. You surveyed your customers, and what overwhelmingly became apparent is that they would like wireless internet in all the rooms. So you put it in. In 2006, you issue the same survey bac