Survey scales, which directly affect calculations of customer experience (CX) metrics, are rarely given the consideration necessary to create impactful CX surveys. The most useful scales capture the full breadth of the customer opinions being measured and meet the assumptions and constraints of the analyses being conducted.

Oncor describes how they use descriptive statistics, correlations, and factor analysis to test scale types, scale sizes, and differences in item wording during an experiment conducted with their online customer community. They will highlight how these findings can be used by CX programs to maximize survey data for analysis and increase trust with decision makers.

Session Takeaways:

• Factors to consider when choosing survey scales and how this influences survey analysis and reporting
• How to evaluate the effectiveness of scales in capturing customer opinions
• Best practices for designing customer survey items and scales