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Retail Roundup: Writing an Effective Survey · Wisdom by WESA

• 0:00
  Foreign.
• 0:05
  You
• 0:05
  are
• 0:05
  listening
• 0:05
  to
• 0:06
  the
• 0:06
  Horse
• 0:06
  Radio
• 0:06
  Network,
• 0:07
  part
• 0:07
  of
• 0:07
  the
• 0:07
  Equine
• 0:08
  Network
• 0:08
  family.
• 0:11
  Well,
• 0:11
  hi
• 0:12
  everybody.
• 0:12
  Glenn
• 0:12
  the
• 0:13
  Geek,
• 0:13
  back
• 0:13
  with
• 0:13
  you.
• 0:13
  Founder
• 0:14
  of
• 0:14
  the
• 0:14
  Horse
• 0:14
  Radio
• 0:14
  Network
• 0:15
  and
• 0:15
  host
• 0:15
  of
• 0:15
  Horses
• 0:15
  in
• 0:15
  the
• 0:16
  Morning
• 0:16
  for
• 0:16
  the
• 0:16
  last
• 0:16
  15
• 0:17
  years.
• 0:17
  Welcome
• 0:17
  to
• 0:18
  the
• 0:18
  WESA
• 0:18
  Retail
• 0:19
  Roundup.
• 0:20
  We
• 0:20
  are
• 0:20
  only
• 0:20
  two
• 0:21
  months
• 0:21
  away
• 0:22
  now
• 0:22
  from
• 0:22
  the
• 0:22
  trade
• 0:23
  show
• 0:23
  in
• 0:23
  Dallas
• 0:24
  in
• 0:24
  January.
• 0:24
  Getting
• 0:25
  very
• 0:25
  excited
• 0:25
  about
• 0:25
  that.
• 0:26
  The
• 0:26
  Retail
• 0:27
  Roundup
• 0:27
  is
• 0:27
  your
• 0:27
  go
• 0:28
  to
• 0:28
  virtual
• 0:28
  hub
• 0:28
  for
• 0:29
  all
• 0:29
  things
• 0:29
  retail.
• 0:30
  Panel
• 0:30
  discussions,
• 0:31
  webinars,
• 0:32
  one
• 0:32
  on
• 0:32
  one
• 0:32
  sessions
• 0:33
  like
• 0:33
  we
• 0:33
  have
• 0:34
  today.
• 0:34
  And
• 0:35
  we're
• 0:35
  talking
• 0:36
  about
• 0:36
  all
• 0:36
  things
• 0:36
  retail
• 0:37
  and
• 0:37
  manufacturing
• 0:38
  and
• 0:38
  just
• 0:39
  getting
• 0:39
  the
• 0:39
  word
• 0:39
  out
• 0:40
  to
• 0:40
  your
• 0:40
  customers.
• 0:41
  We
• 0:41
  host
• 0:41
  this
• 0:42
  virtual
• 0:42
  event
• 0:42
  once
• 0:43
  a
• 0:43
  month
• 0:43
  on
• 0:43
  Mondays
• 0:44
  and
• 0:44
  you
• 0:45
  can
• 0:45
  find
• 0:45
  most
• 0:45
  of
• 0:45
  the
• 0:46
  details
• 0:46
  about
• 0:46
  everything
• 0:46
  we
• 0:46
  do
• 0:47
  in
• 0:47
  the
• 0:47
  Retail
• 0:47
  Roundup
• 0:48
  Facebook
• 0:48
  group.
• 0:48
  If
• 0:49
  you
• 0:49
  haven't
• 0:49
  joined
• 0:49
  that,
• 0:49
  just
• 0:50
  search
• 0:50
  Retail
• 0:51
  Roundup
• 0:51
  on
• 0:51
  Facebook.
• 0:52
  Today
• 0:53
  we're
• 0:53
  going
• 0:53
  to
• 0:53
  talk
• 0:53
  about
• 0:54
  something
• 0:54
  I've
• 0:54
  done
• 0:55
  throughout
• 0:55
  my
• 0:56
  career
• 0:56
  and
• 0:56
  the
• 0:57
  various
• 0:57
  entrepreneurial
• 0:58
  things
• 0:58
  I've
• 0:58
  done.
• 0:59
  And
• 0:59
  I
• 0:59
  am
• 1:00
  sure
• 1:00
  I
• 1:00
  did
• 1:01
  not
• 1:01
  do
• 1:01
  it
• 1:01
  well.
• 1:02
  So
• 1:02
  I'm
• 1:03
  excited
• 1:03
  to
• 1:04
  talk
• 1:04
  to
• 1:04
  Martha
• 1:04
  today.
• 1:05
  It's
• 1:05
  about
• 1:05
  customer
• 1:06
  surveys.
• 1:06
  We're
• 1:07
  going
• 1:07
  to
• 1:07
  talk
• 1:07
  about
• 1:07
  all
• 1:07
  things
• 1:07
  customer
• 1:08
  surveys
• 1:09
  and
• 1:09
  how
• 1:09
  to
• 1:09
  do
• 1:10
  them
• 1:10
  right.
• 1:10
  And
• 1:10
  we
• 1:10
  have
• 1:10
  Martha
• 1:11
  Brook
• 1:11
  of
• 1:11
  Interaction
• 1:12
  Metrics
• 1:13
  on.
• 1:13
  Hey,
• 1:13
  Martha.
• 1:14
  Hey,
• 1:14
  Glenn.
• 1:15
  Nice
• 1:15
  to
• 1:15
  see
• 1:15
  you.
• 1:16
  Where
• 1:16
  are
• 1:16
  you
• 1:16
  located?
• 1:17
  In
• 1:17
  Portland,
• 1:18
  Oregon.
• 1:18
  Okay.
• 1:19
  You're
• 1:19
  the
• 1:19
  exact
• 1:20
  opposite
• 1:20
  from
• 1:20
  me.
• 1:20
  As
• 1:20
  far
• 1:21
  away
• 1:21
  as
• 1:21
  you
• 1:21
  can
• 1:21
  get
• 1:21
  in
• 1:21
  this
• 1:22
  country.
• 1:23
  And
• 1:23
  the
• 1:23
  exact
• 1:23
  opposite.
• 1:24
  Weather.
• 1:24
  Yes,
• 1:25
  exactly.
• 1:25
  Yes.
• 1:26
  Yeah.
• 1:27
  So
• 1:27
  let
• 1:28
  me
• 1:28
  ask
• 1:28
  you,
• 1:28
  what
• 1:28
  is
• 1:29
  Interaction
• 1:30
  Metrics?
• 1:30
  Which
• 1:30
  is
• 1:31
  hard
• 1:31
  to
• 1:31
  say,
• 1:31
  by
• 1:31
  the
• 1:31
  way.
• 1:32
  I
• 1:32
  know.
• 1:34
  So
• 1:34
  I
• 1:34
  came
• 1:34
  up
• 1:34
  with
• 1:35
  the
• 1:35
  name
• 1:35
  of
• 1:35
  this
• 1:35
  company
• 1:36
  way
• 1:37
  back.
• 1:37
  We
• 1:37
  were
• 1:37
  founded
• 1:38
  in
• 1:38
  2004
• 1:39
  and
• 1:39
  at
• 1:39
  the
• 1:39
  time
• 1:40
  it
• 1:40
  seemed
• 1:40
  like
• 1:40
  a
• 1:40
  great
• 1:41
  name.
• 1:42
  And
• 1:42
  within
• 1:43
  a
• 1:43
  few
• 1:43
  years
• 1:43
  I
• 1:44
  was
• 1:44
  like,
• 1:44
  oh,
• 1:44
  this
• 1:44
  is
• 1:44
  way
• 1:45
  too
• 1:45
  many
• 1:45
  syllables.
• 1:46
  This
• 1:46
  is
• 1:46
  a
• 1:46
  terrible
• 1:47
  name.
• 1:47
  But
• 1:48
  by
• 1:48
  that
• 1:48
  time
• 1:48
  we
• 1:48
  had
• 1:49
  a
• 1:49
  presence
• 1:49
  and
• 1:50
  we
• 1:50
  really
• 1:50
  couldn't
• 1:51
  change
• 1:51
  it.
• 1:51
  And
• 1:52
  throughout
• 1:52
  the
• 1:52
  years
• 1:52
  I've
• 1:53
  thought,
• 1:53
  oh,
• 1:54
  should
• 1:54
  we
• 1:54
  change
• 1:55
  it?
• 1:55
  And
• 1:55
  then
• 1:55
  every
• 1:55
  marketing
• 1:56
  expert
• 1:56
  says,
• 1:57
  absolutely
• 1:57
  not.
• 1:57
  You
• 1:58
  have
• 1:58
  too
• 1:58
  much
• 1:58
  presence
• 1:59
  on
• 1:59
  Google,
• 1:59
  et
• 1:59
  cetera.
• 2:00
  Anyway,
• 2:00
  Interaction
• 2:01
  Metrics
• 2:01
  is
• 2:02
  the
• 2:02
  name
• 2:02
  of
• 2:03
  our
• 2:03
  company.
• 2:04
  It's
• 2:05
  also
• 2:07
  the
• 2:07
  measure
• 2:08
  of
• 2:08
  what
• 2:08
  happens
• 2:09
  between
• 2:09
  companies
• 2:10
  and
• 2:10
  their
• 2:10
  customers.
• 2:12
  And
• 2:13
  so
• 2:13
  that
• 2:13
  could
• 2:13
  be
• 2:13
  like
• 2:14
  proactivity
• 2:15
  metric.
• 2:16
  Are
• 2:17
  your
• 2:17
  reps
• 2:18
  proactive?
• 2:18
  It
• 2:19
  could
• 2:19
  be
• 2:20
  empathy
• 2:20
  metrics,
• 2:21
  it
• 2:21
  could
• 2:21
  be
• 2:22
  the
• 2:22
  big
• 2:23
  satisfaction
• 2:24
  recommendation
• 2:25
  metrics.
• 2:26
  But
• 2:26
  it's
• 2:26
  everything
• 2:27
  that's
• 2:27
  happening
• 2:29
  moment
• 2:29
  to
• 2:29
  moment
• 2:29
  and
• 2:30
  then
• 2:30
  overall
• 2:31
  between
• 2:31
  companies
• 2:32
  and
• 2:32
  their
• 2:32
  customers.
• 2:33
  And
• 2:33
  in
• 2:33
  our
• 2:33
  world,
• 2:34
  we
• 2:34
  look
• 2:34
  at
• 2:34
  engagement
• 2:35
  metrics,
• 2:35
  right?
• 2:35
  We're
• 2:36
  always
• 2:36
  looking
• 2:36
  at
• 2:36
  engagement.
• 2:37
  Sure.
• 2:38
  Yeah.
• 2:38
  And
• 2:39
  you
• 2:39
  know,
• 2:39
  in
• 2:40
  retail
• 2:40
  and
• 2:41
  wholesale,
• 2:41
  that
• 2:41
  that's
• 2:42
  important.
• 2:42
  That's
• 2:43
  as
• 2:43
  important,
• 2:43
  too.
• 2:44
  And
• 2:44
  so
• 2:44
  talk
• 2:45
  to
• 2:45
  me
• 2:45
  like,
• 2:45
  what
• 2:45
  do
• 2:45
  you
• 2:46
  mean
• 2:46
  by
• 2:46
  engagement?
• 2:47
  So,
• 2:47
  so
• 2:48
  we
• 2:48
  may
• 2:48
  have
• 2:48
  tens
• 2:49
  of
• 2:49
  thousands
• 2:49
  of
• 2:49
  listeners
• 2:50
  to
• 2:50
  a
• 2:50
  show,
• 2:50
  but
• 2:50
  how
• 2:50
  much
• 2:51
  are
• 2:51
  they
• 2:51
  engaging
• 2:51
  with
• 2:52
  us?
• 2:52
  How
• 2:53
  much
• 2:53
  are
• 2:53
  they
• 2:53
  giving
• 2:53
  us
• 2:53
  feedback?
• 2:54
  What
• 2:54
  are
• 2:54
  we,
• 2:54
  you
• 2:55
  know,
• 2:55
  what
• 2:55
  are
• 2:55
  we
• 2:55
  looking
• 2:55
  at?
• 2:57
  For
• 2:57
  example,
• 2:57
  if
• 2:57
  we
• 2:58
  do
• 2:58
  a
• 2:58
  survey,
• 2:58
  how
• 2:58
  much
• 2:59
  engagement
• 2:59
  are
• 2:59
  we
• 2:59
  getting
• 2:59
  on
• 3:00
  the
• 3:00
  survey?
• 3:00
  That
• 3:00
  kind
• 3:00
  of
• 3:00
  thing.
• 3:01
  Sure,
• 3:01
  sure.
• 3:02
  So
• 3:02
  what's
• 3:02
  the
• 3:02
  response
• 3:03
  rate,
• 3:03
  what's
• 3:03
  the
• 3:03
  completion
• 3:04
  rate
• 3:05
  and
• 3:05
  just
• 3:05
  what,
• 3:06
  what's
• 3:06
  the
• 3:06
  overall
• 3:08
  interaction
• 3:09
  in
• 3:09
  terms
• 3:09
  of
• 3:09
  how
• 3:10
  much.
• 3:10
  Are
• 3:10
  they
• 3:10
  talking
• 3:10
  to
• 3:10
  us?
• 3:11
  Yeah,
• 3:12
  exactly,
• 3:12
  exactly.
• 3:13
  Yeah,
• 3:13
  yeah.
• 3:14
  So
• 3:15
  for
• 3:16
  a
• 3:16
  smaller
• 3:16
  retailer,
• 3:17
  manufacturer,
• 3:17
  which
• 3:17
  we
• 3:18
  have
• 3:18
  a
• 3:18
  lot
• 3:18
  of
• 3:18
  in
• 3:18
  our
• 3:19
  world.
• 3:19
  Right,
• 3:19
  sure.
• 3:20
  We
• 3:20
  have
• 3:20
  some
• 3:21
  larger
• 3:21
  ones
• 3:21
  too,
• 3:21
  but
• 3:21
  I
• 3:22
  would
• 3:22
  say
• 3:22
  the
• 3:22
  majority
• 3:22
  fall
• 3:23
  in
• 3:23
  the
• 3:23
  middle
• 3:23
  to
• 3:23
  lower
• 3:24
  range.
• 3:25
  Are
• 3:25
  surveys
• 3:26
  important
• 3:27
  if
• 3:28
  they're
• 3:28
  done?
• 3:28
  Well,
• 3:28
  they
• 3:28
  are,
• 3:32
  yeah.
• 3:33
  All
• 3:33
  of
• 3:33
  that.
• 3:34
  All
• 3:34
  of
• 3:34
  that.
• 3:35
  Yes,
• 3:35
  you
• 3:36
  really
• 3:36
  want
• 3:36
  customer
• 3:37
  feedback,
• 3:37
  but
• 3:38
  there's
• 3:38
  just
• 3:39
  a
• 3:39
  lot
• 3:39
  of
• 3:40
  crappy
• 3:41
  surveys
• 3:41
  in
• 3:41
  the
• 3:41
  world.
• 3:42
  And
• 3:42
  what
• 3:42
  I
• 3:42
  mean
• 3:43
  by
• 3:43
  crappy
• 3:43
  is
• 3:44
  they're
• 3:44
  not
• 3:44
  demonstrating,
• 3:45
  listening.
• 3:46
  Right.
• 3:47
  So
• 3:48
  I
• 3:48
  can't
• 3:48
  tell
• 3:49
  you,
• 3:49
  Glenn,
• 3:50
  you've
• 3:50
  probably
• 3:50
  had
• 3:50
  this
• 3:50
  experience
• 3:51
  where
• 3:51
  you
• 3:51
  take
• 3:51
  a
• 3:51
  survey,
• 3:52
  then
• 3:53
  you
• 3:53
  have
• 3:53
  something
• 3:53
  really
• 3:54
  important
• 3:54
  to
• 3:54
  say
• 3:54
  in
• 3:54
  the
• 3:55
  comments,
• 3:55
  like,
• 3:56
  please
• 3:56
  get
• 3:57
  back
• 3:57
  to
• 3:57
  me
• 3:57
  about
• 3:58
  all
• 3:58
  the
• 3:58
  liquids
• 3:58
  that
• 3:59
  spilled
• 4:00
  in
• 4:00
  the
• 4:00
  box
• 4:01
  or
• 4:01
  whatever
• 4:01
  it
• 4:02
  is,
• 4:02
  or
• 4:03
  a
• 4:03
  refund
• 4:04
  of
• 4:04
  my
• 4:04
  American
• 4:04
  Airlines
• 4:05
  ticket
• 4:05
  because
• 4:06
  the
• 4:07
  flight
• 4:07
  was
• 4:07
  delayed
• 4:08
  by
• 4:08
  X
• 4:08
  number
• 4:08
  of
• 4:08
  hours,
• 4:09
  blah,
• 4:09
  blah,
• 4:09
  blah,
• 4:10
  and
• 4:10
  you
• 4:10
  never
• 4:11
  hear
• 4:11
  back.
• 4:11
  And
• 4:11
  it's
• 4:12
  like,
• 4:12
  why
• 4:12
  are
• 4:12
  you
• 4:13
  asking
• 4:14
  if
• 4:14
  you're
• 4:14
  not
• 4:14
  going
• 4:14
  to
• 4:15
  answer?
• 4:17
  Anybody
• 4:18
  knows
• 4:18
  in
• 4:18
  any
• 4:18
  kind
• 4:18
  of
• 4:19
  relationship
• 4:20
  that's
• 4:20
  a
• 4:20
  bad,
• 4:21
  that's
• 4:22
  a
• 4:22
  bad
• 4:22
  vibe.
• 4:23
  So
• 4:24
  that,
• 4:24
  and
• 4:24
  it
• 4:24
  reflects
• 4:25
  on
• 4:25
  the
• 4:25
  brand.
• 4:26
  You
• 4:26
  know,
• 4:26
  it's
• 4:26
  not
• 4:26
  just
• 4:27
  like,
• 4:27
  oh,
• 4:28
  bad
• 4:28
  survey,
• 4:30
  it's
• 4:30
  like
• 4:30
  a
• 4:30
  bad
• 4:30
  brand.
• 4:32
  So
• 4:32
  I
• 4:32
  look
• 4:32
  at
• 4:33
  surveys
• 4:33
  in
• 4:33
  two
• 4:33
  different
• 4:34
  ways
• 4:34
  and
• 4:35
  you
• 4:35
  can
• 4:35
  maybe
• 4:35
  clarify
• 4:36
  the,
• 4:36
  the
• 4:37
  actual
• 4:37
  names
• 4:37
  for
• 4:37
  these.
• 4:38
  One
• 4:38
  is
• 4:38
  what
• 4:38
  you're
• 4:39
  talking
• 4:39
  about.
• 4:39
  I
• 4:40
  bought
• 4:40
  a
• 4:40
  product
• 4:40
  or
• 4:40
  I
• 4:41
  bought
• 4:41
  a
• 4:41
  service
• 4:41
  and
• 4:41
  then
• 4:42
  I,
• 4:42
  I
• 4:42
  do
• 4:42
  a
• 4:42
  survey
• 4:43
  immediately
• 4:43
  after
• 4:43
  that.
• 4:44
  The
• 4:44
  other
• 4:44
  is
• 4:45
  I'm
• 4:45
  going
• 4:45
  to
• 4:45
  blast
• 4:45
  my
• 4:45
  whole
• 4:46
  email
• 4:46
  list
• 4:47
  or
• 4:47
  whatever.
• 4:47
  I'm
• 4:47
  going
• 4:48
  to
• 4:48
  put
• 4:48
  out
• 4:48
  the
• 4:48
  survey
• 4:49
  in
• 4:49
  general,
• 4:50
  asking
• 4:50
  for
• 4:50
  responses
• 4:51
  from
• 4:51
  my
• 4:51
  customers
• 4:52
  on
• 4:52
  a
• 4:52
  much
• 4:52
  broader
• 4:53
  scale.
• 4:54
  So
• 4:54
  what
• 4:54
  are
• 4:54
  the
• 4:54
  two
• 4:54
  names
• 4:55
  for
• 4:55
  those
• 4:55
  surveys?
• 4:55
  Do
• 4:56
  they
• 4:56
  have
• 4:56
  official
• 4:56
  names?
• 4:57
  Yeah,
• 4:57
  sure.
• 4:57
  There's
• 4:57
  the
• 4:58
  Touchpoint
• 4:58
  survey.
• 4:59
  So
• 4:59
  that's
• 4:59
  the
• 4:59
  of
• 5:00
  the
• 5:00
  moment.
• 5:00
  Like,
• 5:01
  how
• 5:01
  do
• 5:01
  you
• 5:01
  feel
• 5:01
  right
• 5:02
  now?
• 5:02
  And
• 5:02
  then
• 5:02
  there's
• 5:03
  the
• 5:03
  overall
• 5:04
  experience
• 5:04
  survey.
• 5:05
  So
• 5:05
  that's
• 5:05
  like
• 5:06
  looking
• 5:06
  at,
• 5:07
  well,
• 5:07
  what
• 5:07
  happened
• 5:08
  with
• 5:08
  warranties
• 5:09
  and
• 5:09
  what
• 5:09
  happened
• 5:09
  with
• 5:09
  the
• 5:10
  shopping
• 5:10
  cart
• 5:10
  and
• 5:11
  what
• 5:11
  happened
• 5:13
  a
• 5:13
  year
• 5:13
  later
• 5:14
  and
• 5:14
  how
• 5:14
  do
• 5:14
  you
• 5:14
  feel
• 5:14
  about
• 5:15
  us
• 5:15
  now
• 5:15
  and
• 5:15
  who's
• 5:16
  the
• 5:16
  competition
• 5:17
  what
• 5:17
  do
• 5:17
  they
• 5:17
  do
• 5:17
  better?
• 5:17
  So
• 5:18
  there's
• 5:18
  those,
• 5:19
  you
• 5:19
  know,
• 5:19
  overall
• 5:19
  ARC
• 5:20
  interaction
• 5:21
  surveys
• 5:21
  and
• 5:21
  then
• 5:21
  there's
• 5:22
  the.
• 5:22
  In
• 5:22
  the
• 5:22
  moment.
• 5:24
  So
• 5:24
  what
• 5:24
  are
• 5:24
  the,
• 5:25
  what
• 5:25
  are
• 5:25
  the
• 5:25
  most
• 5:26
  important
• 5:26
  key
• 5:26
  performance
• 5:27
  indicators?
• 5:28
  Let's,
• 5:28
  let's
• 5:29
  maybe
• 5:29
  we
• 5:29
  can
• 5:29
  take
• 5:29
  a
• 5:30
  look
• 5:30
  at
• 5:30
  those
• 5:30
  two
• 5:30
  surveys
• 5:31
  because
• 5:31
  our,
• 5:32
  our,
• 5:33
  our
• 5:34
  base
• 5:34
  is
• 5:34
  going
• 5:34
  to
• 5:34
  do
• 5:35
  both,
• 5:35
  right?
• 5:35
  Or
• 5:36
  maybe
• 5:36
  should
• 5:36
  do
• 5:36
  both.
• 5:37
  Absolutely.
• 5:38
  So
• 5:38
  what
• 5:38
  are
• 5:39
  the
• 5:39
  key
• 5:39
  performance
• 5:39
  indicators
• 5:40
  that
• 5:40
  the
• 5:40
  retailers
• 5:41
  or
• 5:41
  manufacturers
• 5:42
  should
• 5:42
  be
• 5:42
  tracking
• 5:43
  and
• 5:43
  you
• 5:43
  know,
• 5:44
  how
• 5:44
  should
• 5:44
  they
• 5:44
  decide
• 5:44
  what
• 5:45
  priority
• 5:45
  should
• 5:45
  be
• 5:46
  given
• 5:46
  in
• 5:46
  a
• 5:46
  survey?
• 5:47
  That's
• 5:47
  the
• 5:47
  hardest
• 5:47
  part.
• 5:48
  I
• 5:48
  have
• 5:48
  always
• 5:48
  had
• 5:49
  too,
• 5:49
  when
• 5:49
  I
• 5:49
  did
• 5:49
  surveys
• 5:50
  in
• 5:50
  the.
• 5:51
  Okay,
• 5:51
  I
• 5:51
  kind
• 5:52
  of
• 5:52
  know
• 5:52
  what
• 5:52
  I
• 5:52
  want
• 5:52
  to
• 5:52
  focus
• 5:53
  on
• 5:53
  here,
• 5:53
  but
• 5:53
  I
• 5:54
  don't
• 5:54
  think
• 5:54
  I
• 5:54
  ever
• 5:54
  drilled
• 5:55
  it
• 5:55
  down
• 5:55
  far
• 5:55
  enough
• 5:56
  to
• 5:56
  make
• 5:56
  the
• 5:56
  survey
• 5:56
  super
• 5:57
  effective.
• 5:58
  I
• 5:58
  think
• 5:58
  that's
• 5:58
  a
• 5:58
  great
• 5:59
  question,
• 5:59
  Glenn,
• 5:59
  and
• 6:00
  I'm
• 6:00
  going
• 6:00
  to
• 6:00
  give
• 6:00
  a
• 6:01
  very
• 6:02
  contrarian
• 6:02
  answer.
• 6:04
  So
• 6:04
  in
• 6:05
  my
• 6:05
  world,
• 6:06
  what
• 6:07
  a
• 6:07
  lot
• 6:07
  of
• 6:07
  companies,
• 6:08
  whether
• 6:08
  it's
• 6:09
  Bain
• 6:09
  or
• 6:10
  Qualtrics
• 6:11
  or,
• 6:11
  you
• 6:12
  know,
• 6:12
  you
• 6:12
  name
• 6:12
  it,
• 6:12
  big
• 6:13
  company,
• 6:13
  billion
• 6:13
  dollar
• 6:14
  companies
• 6:14
  talk
• 6:15
  about
• 6:15
  is
• 6:15
  net
• 6:15
  promoter
• 6:16
  score.
• 6:16
  So
• 6:17
  overall,
• 6:17
  you
• 6:17
  know,
• 6:18
  how
• 6:18
  likely
• 6:18
  are
• 6:18
  you
• 6:18
  to
• 6:18
  recommend
• 6:19
  XYZ
• 6:19
  to
• 6:20
  a
• 6:20
  friend,
• 6:20
  a
• 6:21
  colleague?
• 6:21
  We've
• 6:22
  all
• 6:22
  seen
• 6:22
  that
• 6:22
  question
• 6:23
  and
• 6:24
  we
• 6:24
  often
• 6:24
  use
• 6:24
  that
• 6:25
  question
• 6:25
  because
• 6:25
  it's
• 6:25
  a
• 6:26
  great
• 6:26
  benchmark
• 6:26
  question.
• 6:27
  So
• 6:27
  that's
• 6:27
  a
• 6:28
  kind
• 6:28
  of
• 6:28
  KPI
• 6:28
  or
• 6:29
  you
• 6:29
  know,
• 6:30
  overall,
• 6:30
  how
• 6:30
  satisfied
• 6:31
  are
• 6:31
  you
• 6:31
  with
• 6:31
  xyz?
• 6:33
  You
• 6:33
  know,
• 6:33
  we
• 6:33
  use
• 6:33
  those
• 6:34
  kind
• 6:34
  of
• 6:34
  questions.
• 6:34
  I
• 6:34
  don't
• 6:34
  think
• 6:35
  they're
• 6:35
  the
• 6:35
  most
• 6:35
  important.
• 6:36
  I
• 6:36
  think
• 6:36
  the
• 6:36
  most
• 6:37
  important
• 6:37
  is
• 6:38
  what
• 6:38
  we
• 6:38
  call
• 6:38
  a
• 6:38
  themes
• 6:39
  index.
• 6:40
  So
• 6:40
  after
• 6:40
  you
• 6:41
  ask
• 6:41
  those,
• 6:42
  you
• 6:42
  know,
• 6:42
  ARC
• 6:43
  questions
• 6:43
  about,
• 6:44
  oh,
• 6:44
  how
• 6:44
  likely
• 6:44
  you'd
• 6:45
  recommend,
• 6:45
  which
• 6:46
  by
• 6:46
  the
• 6:46
  way,
• 6:46
  is
• 6:46
  a
• 6:46
  biased
• 6:47
  question,
• 6:47
  it
• 6:47
  seems
• 6:48
  you're
• 6:48
  somewhat
• 6:48
  likely
• 6:49
  to
• 6:49
  recommend.
• 6:49
  But
• 6:50
  you
• 6:50
  know,
• 6:50
  that
• 6:50
  aside,
• 6:52
  or,
• 6:52
  you
• 6:52
  know,
• 6:53
  overall,
• 6:53
  you
• 6:53
  know,
• 6:54
  how
• 6:54
  satisfied
• 6:55
  or
• 6:55
  how
• 6:55
  do
• 6:55
  you
• 6:55
  feel
• 6:55
  about
• 6:55
  xyz?
• 6:57
  Almost
• 6:58
  always
• 6:58
  on
• 6:58
  any
• 6:58
  survey
• 6:59
  there's
• 6:59
  going
• 6:59
  to
• 6:59
  be
• 7:00
  tell
• 7:00
  us
• 7:00
  more
• 7:01
  or,
• 7:01
  and
• 7:02
  why
• 7:02
  did
• 7:02
  you
• 7:02
  give
• 7:02
  us
• 7:03
  that
• 7:03
  rating?
• 7:04
  Now
• 7:04
  we
• 7:04
  get
• 7:05
  into
• 7:05
  what
• 7:05
  I'd
• 7:05
  call
• 7:05
  the
• 7:06
  meat
• 7:06
  of
• 7:06
  the
• 7:06
  survey,
• 7:07
  the
• 7:07
  gold
• 7:07
  nuggets
• 7:08
  of
• 7:08
  the
• 7:08
  survey.
• 7:08
  And
• 7:08
  that's
• 7:09
  where
• 7:09
  you.
• 7:09
  And
• 7:09
  so
• 7:09
  that
• 7:10
  we
• 7:10
  call
• 7:10
  that
• 7:10
  themes,
• 7:11
  right?
• 7:11
  And
• 7:12
  it's
• 7:12
  a
• 7:12
  themes
• 7:12
  index.
• 7:13
  So
• 7:13
  what
• 7:13
  are,
• 7:14
  what
• 7:14
  are
• 7:14
  your
• 7:14
  customers
• 7:15
  talking
• 7:16
  about?
• 7:16
  Like
• 7:17
  why
• 7:17
  are
• 7:17
  they
• 7:17
  giving
• 7:18
  that,
• 7:18
  that
• 7:18
  score
• 7:19
  and
• 7:20
  putting,
• 7:21
  taking
• 7:21
  that
• 7:22
  narrative
• 7:22
  and
• 7:22
  turning
• 7:23
  it
• 7:23
  into
• 7:23
  something
• 7:23
  that's
• 7:23
  measurable.
• 7:24
  We
• 7:24
  call
• 7:24
  it
• 7:25
  Themes
• 7:25
  Index.
• 7:25
  So
• 7:26
  you
• 7:26
  can
• 7:26
  see
• 7:26
  like
• 7:27
  they
• 7:27
  speak
• 7:27
  mostly
• 7:28
  about
• 7:28
  deliverability
• 7:29
  within
• 7:29
  deliverability.
• 7:30
  They
• 7:31
  speak
• 7:31
  mostly
• 7:31
  about
• 7:32
  parts
• 7:32
  availability,
• 7:33
  you
• 7:33
  know,
• 7:33
  whatever
• 7:34
  it
• 7:34
  might
• 7:34
  be.
• 7:35
  But
• 7:35
  that's
• 7:36
  really
• 7:36
  because
• 7:36
  that's
• 7:37
  actionable.
• 7:37
  You
• 7:38
  know,
• 7:38
  this
• 7:38
  idea
• 7:38
  of
• 7:39
  like,
• 7:39
  would
• 7:39
  you
• 7:39
  recommend
• 7:40
  or
• 7:40
  how
• 7:40
  satisfying,
• 7:40
  like,
• 7:41
  what
• 7:41
  are
• 7:41
  you
• 7:41
  going
• 7:41
  to
• 7:41
  do
• 7:41
  with
• 7:41
  that?
• 7:42
  Yeah.
• 7:42
  I
• 7:42
  mean,
• 7:43
  one
• 7:43
  of
• 7:43
  them
• 7:43
  in
• 7:43
  our
• 7:43
  world
• 7:44
  would
• 7:44
  be,
• 7:44
  how
• 7:44
  happy
• 7:45
  were
• 7:45
  you
• 7:45
  with
• 7:45
  your
• 7:45
  checkout
• 7:46
  experience
• 7:46
  at
• 7:46
  the
• 7:47
  store
• 7:47
  or
• 7:47
  whatever.
• 7:48
  But
• 7:48
  if
• 7:48
  they
• 7:48
  say
• 7:48
  not
• 7:49
  happy,
• 7:49
  you're
• 7:49
  right.
• 7:50
  I
• 7:50
  don't
• 7:50
  have
• 7:50
  any
• 7:50
  idea
• 7:50
  why
• 7:51
  they
• 7:51
  weren't
• 7:51
  happy.
• 7:51
  Right,
• 7:52
  exactly.
• 7:53
  And
• 7:54
  most
• 7:54
  companies
• 7:55
  do
• 7:55
  follow
• 7:55
  that
• 7:56
  up
• 7:56
  with
• 7:56
  tell
• 7:57
  us
• 7:57
  why,
• 7:57
  why
• 7:57
  did
• 7:57
  you
• 7:58
  give
• 7:58
  us
• 7:58
  that
• 7:58
  rating?
• 7:59
  But
• 7:59
  then
• 8:00
  they
• 8:00
  don't
• 8:00
  do
• 8:00
  anything
• 8:00
  with
• 8:00
  it.
• 8:01
  Or
• 8:02
  what
• 8:02
  they
• 8:02
  do
• 8:02
  with
• 8:02
  it
• 8:02
  is
• 8:03
  they
• 8:03
  just
• 8:03
  stick
• 8:03
  it
• 8:03
  in
• 8:04
  an
• 8:04
  LLM
• 8:04
  and
• 8:05
  get
• 8:05
  this
• 8:05
  overall
• 8:06
  summary,
• 8:06
  which
• 8:07
  has
• 8:07
  problems
• 8:08
  which
• 8:08
  we
• 8:09
  could
• 8:09
  get
• 8:09
  into
• 8:09
  and
• 8:09
  we
• 8:10
  could
• 8:10
  talk
• 8:10
  about
• 8:10
  for
• 8:10
  hours.
• 8:11
  But,
• 8:13
  well,
• 8:13
  you,
• 8:13
  you
• 8:13
  let
• 8:13
  me
• 8:14
  know
• 8:14
  what,
• 8:15
  what
• 8:15
  direction
• 8:15
  you
• 8:16
  want
• 8:16
  to
• 8:16
  go
• 8:16
  with
• 8:16
  regard
• 8:17
  to
• 8:17
  that.
• 8:17
  So
• 8:18
  when
• 8:18
  you,
• 8:18
  if
• 8:18
  you
• 8:19
  talk
• 8:19
  to
• 8:19
  a
• 8:20
  retailer,
• 8:20
  for
• 8:20
  instance,
• 8:21
  and
• 8:22
  they
• 8:22
  want
• 8:22
  to
• 8:22
  do.
• 8:23
  They
• 8:23
  want
• 8:23
  to
• 8:23
  do
• 8:23
  the
• 8:24
  overall
• 8:24
  survey
• 8:24
  that
• 8:24
  we
• 8:25
  talked
• 8:25
  about.
• 8:25
  Sure.
• 8:26
  So
• 8:26
  what
• 8:27
  types
• 8:27
  of
• 8:27
  questions
• 8:28
  should
• 8:28
  they
• 8:28
  be
• 8:28
  asking?
• 8:29
  And
• 8:29
  I
• 8:29
  know
• 8:29
  that
• 8:29
  depends
• 8:30
  on,
• 8:30
  on
• 8:30
  what,
• 8:31
  what
• 8:31
  your
• 8:31
  goals
• 8:31
  are.
• 8:32
  Right.
• 8:32
  But
• 8:32
  are
• 8:32
  there
• 8:33
  certain
• 8:33
  tricks
• 8:33
  for
• 8:34
  asking
• 8:34
  the
• 8:34
  question
• 8:34
  in
• 8:35
  the
• 8:35
  right
• 8:35
  way?
• 8:36
  Yeah.
• 8:37
  So
• 8:38
  first
• 8:38
  of
• 8:39
  all,
• 8:39
  you
• 8:39
  want
• 8:39
  to
• 8:39
  put
• 8:39
  on
• 8:39
  your
• 8:40
  science
• 8:41
  hat
• 8:41
  and
• 8:41
  think,
• 8:42
  how
• 8:43
  can
• 8:43
  I
• 8:43
  phrase
• 8:43
  this
• 8:44
  with
• 8:45
  the
• 8:45
  least
• 8:45
  amount
• 8:45
  of
• 8:46
  bias?
• 8:47
  So
• 8:47
  that's
• 8:49
  how
• 8:49
  satisfied
• 8:50
  are
• 8:50
  you?
• 8:51
  Assumes
• 8:51
  you're
• 8:51
  somewhat
• 8:51
  satisfied.
• 8:53
  How
• 8:53
  likely
• 8:53
  to
• 8:54
  recommend?
• 8:54
  Like
• 8:55
  we
• 8:55
  said,
• 8:55
  as
• 8:55
  soon
• 8:55
  as
• 8:55
  you're
• 8:55
  somewhat
• 8:56
  likely
• 8:56
  to
• 8:56
  recommend.
• 8:57
  So
• 8:58
  rate
• 8:58
  the
• 8:58
  expertise
• 8:59
  of
• 9:01
  the
• 9:02
  service
• 9:02
  rep
• 9:02
  you
• 9:02
  spoke
• 9:03
  with
• 9:03
  that
• 9:04
  was
• 9:04
  very
• 9:04
  neutral.
• 9:05
  So
• 9:05
  you
• 9:06
  always
• 9:06
  look
• 9:06
  for,
• 9:07
  like,
• 9:07
  how
• 9:07
  can
• 9:07
  I
• 9:07
  state
• 9:08
  this
• 9:08
  in
• 9:09
  a
• 9:09
  neutral
• 9:09
  way?
• 9:11
  If
• 9:11
  you
• 9:11
  can't
• 9:11
  work
• 9:12
  with
• 9:12
  an
• 9:12
  outside
• 9:12
  consultant,
• 9:13
  work
• 9:13
  with
• 9:13
  outside
• 9:14
  teams,
• 9:14
  because
• 9:15
  it
• 9:15
  just
• 9:16
  inherently
• 9:17
  you're
• 9:18
  going
• 9:18
  to
• 9:18
  be
• 9:18
  biased.
• 9:20
  You
• 9:20
  can't
• 9:20
  help
• 9:20
  it.
• 9:20
  Like,
• 9:21
  that's
• 9:21
  the
• 9:21
  human
• 9:21
  mind.
• 9:22
  There
• 9:23
  are
• 9:23
  reasons
• 9:23
  that
• 9:24
  we
• 9:24
  have
• 9:24
  answers.
• 9:24
  Right?
• 9:24
  Yeah.
• 9:25
  Yeah.
• 9:27
  So,
• 9:28
  yeah,
• 9:28
  thinking
• 9:28
  about
• 9:29
  what
• 9:29
  is
• 9:29
  the
• 9:29
  customer
• 9:30
  journey
• 9:31
  and
• 9:31
  then
• 9:33
  mapping
• 9:33
  that
• 9:33
  out
• 9:34
  into
• 9:34
  what
• 9:34
  are
• 9:34
  the
• 9:34
  critical
• 9:35
  moments
• 9:35
  within
• 9:36
  that
• 9:36
  journey
• 9:37
  and
• 9:37
  then
• 9:38
  asking
• 9:38
  those
• 9:39
  questions,
• 9:40
  like
• 9:40
  I
• 9:41
  say,
• 9:41
  in
• 9:41
  the
• 9:41
  most
• 9:41
  neutral
• 9:42
  kind
• 9:42
  of
• 9:42
  way,
• 9:44
  followed
• 9:44
  up
• 9:44
  with.
• 9:45
  And
• 9:45
  tell
• 9:46
  us
• 9:46
  more
• 9:46
  about
• 9:46
  that.
• 9:48
  We
• 9:48
  like
• 9:48
  questions
• 9:49
  where
• 9:49
  we
• 9:50
  ask,
• 9:50
  who
• 9:50
  do
• 9:50
  you
• 9:51
  consider
• 9:51
  to
• 9:51
  be
• 9:53
  XYZ's
• 9:54
  competition?
• 9:55
  That's
• 9:56
  an
• 9:56
  interesting
• 9:56
  question.
• 9:57
  And
• 9:58
  then
• 9:58
  piping
• 9:58
  that
• 9:59
  name
• 9:59
  into
• 9:59
  the
• 10:00
  rest
• 10:00
  of
• 10:00
  the
• 10:00
  survey.
• 10:01
  And
• 10:01
  so
• 10:01
  then
• 10:02
  how
• 10:02
  would
• 10:02
  you
• 10:02
  rate,
• 10:03
  you
• 10:03
  know,
• 10:03
  competition
• 10:05
  on
• 10:05
  this
• 10:06
  attribute?
• 10:07
  What
• 10:07
  is
• 10:07
  competition?
• 10:08
  You
• 10:08
  know,
• 10:09
  obviously
• 10:09
  we're
• 10:09
  piping
• 10:09
  in
• 10:10
  the
• 10:10
  name
• 10:11
  do
• 10:12
  especially
• 10:12
  well,
• 10:13
  so,
• 10:13
  you
• 10:13
  know,
• 10:13
  just
• 10:14
  to
• 10:14
  try
• 10:14
  to
• 10:14
  get
• 10:14
  as
• 10:15
  specific
• 10:15
  as
• 10:15
  possible,
• 10:16
  because
• 10:16
  there's
• 10:17
  no
• 10:17
  point
• 10:17
  in
• 10:17
  doing
• 10:18
  the
• 10:18
  survey
• 10:19
  if
• 10:19
  you're
• 10:20
  not
• 10:20
  going
• 10:20
  to
• 10:20
  act
• 10:21
  on
• 10:21
  the
• 10:21
  feedback.
• 10:21
  Right.
• 10:22
  So.
• 10:22
  And
• 10:23
  to
• 10:23
  be
• 10:23
  able
• 10:24
  to
• 10:24
  act
• 10:24
  on
• 10:24
  the
• 10:24
  feedback,
• 10:24
  it's
• 10:25
  got
• 10:25
  to
• 10:25
  be
• 10:25
  extremely
• 10:26
  specific.
• 10:27
  And
• 10:27
  then
• 10:27
  are
• 10:27
  surveys
• 10:28
  valuable?
• 10:28
  I
• 10:29
  would
• 10:29
  say
• 10:29
  they're
• 10:29
  not
• 10:29
  valuable.
• 10:30
  They're
• 10:30
  invaluable.
• 10:31
  That's
• 10:31
  how
• 10:32
  you
• 10:32
  grow
• 10:32
  your
• 10:33
  business.
• 10:33
  That's
• 10:34
  how
• 10:34
  you
• 10:34
  chart
• 10:34
  a
• 10:34
  path
• 10:35
  forward.
• 10:36
  I
• 10:37
  will
• 10:37
  say
• 10:37
  with
• 10:37
  the
• 10:37
  Horse
• 10:38
  Radio
• 10:38
  network,
• 10:38
  it's
• 10:39
  been
• 10:39
  invaluable
• 10:39
  to
• 10:40
  us.
• 10:40
  And
• 10:40
  we
• 10:40
  do
• 10:41
  have
• 10:41
  focus
• 10:41
  groups
• 10:41
  for
• 10:42
  the
• 10:42
  shows
• 10:42
  and
• 10:42
  things
• 10:42
  like
• 10:43
  that,
• 10:43
  too,
• 10:43
  where
• 10:43
  we
• 10:43
  even
• 10:44
  go
• 10:44
  further,
• 10:45
  because
• 10:45
  I
• 10:45
  realize
• 10:46
  in
• 10:46
  a
• 10:46
  smaller
• 10:46
  focus
• 10:47
  group,
• 10:47
  I'm
• 10:47
  going
• 10:47
  to
• 10:47
  get
• 10:48
  a
• 10:48
  more
• 10:49
  direct
• 10:49
  answer
• 10:50
  than
• 10:50
  I
• 10:50
  would
• 10:51
  asking
• 10:51
  a
• 10:52
  large
• 10:52
  group.
• 10:52
  Right.
• 10:53
  I
• 10:54
  get,
• 10:54
  I
• 10:54
  get
• 10:54
  more
• 10:54
  to
• 10:55
  the
• 10:55
  truth
• 10:55
  in
• 10:55
  the
• 10:55
  focus
• 10:56
  group
• 10:56
  about
• 10:56
  whether
• 10:56
  they
• 10:57
  especially
• 10:57
  dislike
• 10:58
  something.
• 10:58
  Everybody,
• 10:59
  a
• 10:59
  lot
• 10:59
  of
• 10:59
  people
• 10:59
  aren't
• 10:59
  afraid
• 11:00
  to
• 11:00
  tell
• 11:00
  you
• 11:00
  if
• 11:00
  they
• 11:00
  like
• 11:00
  something.
• 11:01
  And
• 11:01
  now
• 11:02
  days,
• 11:02
  more
• 11:03
  people
• 11:03
  are
• 11:03
  afraid,
• 11:03
  are
• 11:04
  willing
• 11:04
  to
• 11:05
  tell
• 11:05
  you
• 11:05
  when
• 11:05
  they
• 11:05
  dislike
• 11:06
  something,
• 11:06
  too.
• 11:06
  But.
• 11:08
  Well,
• 11:08
  I
• 11:09
  have
• 11:09
  to
• 11:09
  say,
• 11:09
  Glenn,
• 11:09
  though,
• 11:10
  it
• 11:10
  depends.
• 11:10
  Like,
• 11:11
  I've
• 11:11
  disliked
• 11:12
  Uber
• 11:12
  experiences,
• 11:13
  I've
• 11:13
  disliked
• 11:15
  Airbnb
• 11:16
  experiences.
• 11:16
  I
• 11:17
  would
• 11:17
  never
• 11:19
  say
• 11:19
  that
• 11:20
  it's.
• 11:20
  Everything's
• 11:20
  always
• 11:21
  five
• 11:21
  stars.
• 11:22
  It's
• 11:22
  always
• 11:22
  five
• 11:22
  stars
• 11:23
  because
• 11:23
  it's
• 11:23
  a
• 11:23
  quid
• 11:24
  pro
• 11:24
  quo.
• 11:26
  I
• 11:26
  would
• 11:26
  almost
• 11:26
  call
• 11:27
  some
• 11:27
  of
• 11:27
  the
• 11:27
  star
• 11:28
  systems.
• 11:29
  It's
• 11:29
  a
• 11:29
  kind
• 11:30
  of
• 11:30
  asset
• 11:31
  that
• 11:32
  companies
• 11:32
  are
• 11:32
  trading.
• 11:33
  It's
• 11:33
  a
• 11:33
  kind
• 11:33
  of
• 11:34
  commodity.
• 11:34
  And
• 11:35
  it
• 11:36
  obviously
• 11:36
  has
• 11:36
  nothing
• 11:37
  to
• 11:37
  do
• 11:37
  with
• 11:38
  real
• 11:38
  feedback.
• 11:39
  It's
• 11:39
  just
• 11:40
  the
• 11:40
  social
• 11:41
  contract.
• 11:42
  You
• 11:42
  give
• 11:42
  me
• 11:43
  five
• 11:43
  stars,
• 11:43
  I
• 11:43
  give
• 11:43
  you
• 11:44
  five
• 11:44
  stars.
• 11:45
  So,
• 11:47
  you
• 11:47
  know,
• 11:47
  drilling
• 11:47
  into
• 11:47
  the
• 11:48
  idea
• 11:48
  of
• 11:48
  focus
• 11:48
  groups,
• 11:49
  what
• 11:49
  we
• 11:49
  think
• 11:49
  is
• 11:49
  even
• 11:50
  better
• 11:50
  is
• 11:50
  the
• 11:50
  one
• 11:50
  on
• 11:51
  one
• 11:51
  recorded
• 11:52
  interview,
• 11:52
  kind
• 11:52
  of
• 11:53
  like,
• 11:53
  kind
• 11:54
  of
• 11:54
  like
• 11:54
  what
• 11:54
  we're
• 11:54
  doing
• 11:54
  now,
• 11:55
  you
• 11:55
  know,
• 11:55
  where
• 11:55
  you
• 11:56
  really
• 11:56
  get
• 11:56
  to
• 11:57
  talk
• 11:57
  to
• 11:58
  your
• 11:58
  customer
• 11:59
  and
• 12:01
  find
• 12:02
  out,
• 12:02
  like,
• 12:02
  in
• 12:03
  a
• 12:03
  journalistic
• 12:04
  way,
• 12:04
  not
• 12:04
  like
• 12:05
  a
• 12:05
  telephone
• 12:06
  survey,
• 12:06
  not
• 12:06
  like
• 12:07
  the
• 12:07
  BMW
• 12:08
  dealership
• 12:09
  follows
• 12:09
  up
• 12:09
  with,
• 12:10
  you
• 12:10
  know,
• 12:10
  some
• 12:11
  woman
• 12:11
  who
• 12:12
  has
• 12:12
  her
• 12:12
  set
• 12:12
  questions,
• 12:13
  but
• 12:13
  in
• 12:13
  a
• 12:13
  journalistic
• 12:14
  way,
• 12:14
  like,
• 12:15
  you
• 12:15
  know,
• 12:15
  tell
• 12:15
  me
• 12:16
  about
• 12:16
  the
• 12:16
  marketplace,
• 12:17
  the
• 12:17
  equestrian
• 12:18
  marketplace,
• 12:18
  and
• 12:19
  what
• 12:19
  stands
• 12:19
  out
• 12:19
  for
• 12:19
  you
• 12:20
  and
• 12:20
  who's
• 12:21
  doing.
• 12:21
  Who's
• 12:21
  really
• 12:22
  the
• 12:22
  champion
• 12:22
  in
• 12:23
  this
• 12:23
  field.
• 12:23
  Like,
• 12:23
  those
• 12:24
  kinds
• 12:24
  of
• 12:24
  questions
• 12:26
  are.
• 12:26
  They're
• 12:26
  interesting.
• 12:27
  And
• 12:27
  then
• 12:27
  when
• 12:27
  you
• 12:28
  do
• 12:28
  it
• 12:28
  times
• 12:29
  100,
• 12:29
  say
• 12:31
  you've
• 12:31
  really
• 12:31
  got.
• 12:32
  You've
• 12:32
  really
• 12:33
  got
• 12:33
  some,
• 12:33
  some
• 12:33
  meaty
• 12:34
  feedback
• 12:34
  about,
• 12:35
  like,
• 12:35
  okay,
• 12:35
  where
• 12:36
  are
• 12:36
  we
• 12:36
  going
• 12:36
  to?
• 12:36
  Where
• 12:37
  should
• 12:37
  we
• 12:37
  invest
• 12:37
  next?
• 12:38
  What
• 12:38
  should
• 12:38
  we
• 12:38
  do
• 12:39
  next?
• 12:41
  So,
• 12:41
  you
• 12:41
  know,
• 12:41
  we
• 12:41
  talked
• 12:42
  about
• 12:42
  the
• 12:42
  product
• 12:42
  surveys,
• 12:43
  right?
• 12:43
  The
• 12:43
  individual,
• 12:44
  they
• 12:44
  bought
• 12:44
  something,
• 12:45
  you
• 12:45
  know,
• 12:45
  how'd
• 12:45
  you
• 12:45
  like
• 12:45
  it?
• 12:47
  We
• 12:47
  seem
• 12:48
  to
• 12:48
  get
• 12:48
  those
• 12:48
  all
• 12:48
  the
• 12:48
  time
• 12:49
  now
• 12:49
  for
• 12:49
  everything
• 12:49
  we
• 12:50
  do.
• 12:50
  Everything
• 12:51
  we
• 12:51
  do.
• 12:51
  And
• 12:51
  it's
• 12:51
  gotten
• 12:52
  to
• 12:52
  the
• 12:52
  point
• 12:52
  where
• 12:52
  I
• 12:53
  just
• 12:53
  don't
• 12:53
  answer
• 12:53
  any
• 12:53
  anymore
• 12:54
  because
• 12:54
  it's
• 12:54
  like,
• 12:55
  I
• 12:55
  get
• 12:55
  them
• 12:55
  all
• 12:56
  the
• 12:56
  time.
• 12:56
  Do.
• 12:57
  Are
• 12:57
  they
• 12:57
  effective
• 12:57
  still?
• 12:58
  Are
• 12:58
  they
• 12:58
  getting
• 12:58
  less
• 12:59
  effective
• 12:59
  because
• 12:59
  we're
• 13:00
  being
• 13:00
  saturated?
• 13:01
  Well,
• 13:02
  I
• 13:02
  think
• 13:02
  it's.
• 13:02
  What's
• 13:03
  really
• 13:03
  important
• 13:03
  is
• 13:04
  how
• 13:04
  you
• 13:04
  invite
• 13:04
  people.
• 13:05
  I
• 13:05
  think
• 13:05
  there's
• 13:05
  just
• 13:05
  so
• 13:06
  much
• 13:06
  the
• 13:06
  problem
• 13:07
  is
• 13:08
  like,
• 13:10
  I
• 13:10
  think
• 13:11
  companies
• 13:11
  think
• 13:11
  they
• 13:12
  get
• 13:12
  the
• 13:12
  software.
• 13:12
  You
• 13:13
  know,
• 13:13
  whether
• 13:13
  it's
• 13:13
  Medelia
• 13:14
  or
• 13:14
  Qualtrics
• 13:15
  or
• 13:15
  Alchemy,
• 13:16
  they
• 13:16
  get
• 13:16
  the
• 13:16
  software.
• 13:17
  And
• 13:17
  now
• 13:17
  let's
• 13:17
  just
• 13:18
  blast
• 13:18
  our
• 13:18
  customer
• 13:19
  base
• 13:19
  with
• 13:19
  surveys
• 13:20
  because
• 13:20
  we
• 13:20
  can.
• 13:20
  But
• 13:21
  just
• 13:21
  because
• 13:21
  you
• 13:21
  can
• 13:22
  doesn't
• 13:22
  make
• 13:22
  it
• 13:23
  right.
• 13:24
  Right.
• 13:25
  And
• 13:25
  so
• 13:25
  it's
• 13:26
  really
• 13:26
  important
• 13:26
  to
• 13:27
  control
• 13:28
  how
• 13:28
  often
• 13:28
  you
• 13:29
  survey
• 13:29
  each
• 13:30
  customer.
• 13:30
  It's
• 13:31
  really
• 13:31
  important.
• 13:31
  And
• 13:32
  we
• 13:32
  put
• 13:32
  so
• 13:32
  much
• 13:33
  emphasis
• 13:34
  on
• 13:35
  the
• 13:35
  invite.
• 13:35
  Like,
• 13:36
  what
• 13:36
  are
• 13:36
  you
• 13:36
  saying
• 13:37
  in
• 13:37
  that
• 13:37
  invite?
• 13:37
  I
• 13:38
  think
• 13:38
  of
• 13:38
  bank
• 13:38
  of
• 13:39
  America
• 13:39
  that
• 13:39
  always
• 13:40
  wants
• 13:40
  my
• 13:40
  feedback.
• 13:40
  And
• 13:41
  they
• 13:41
  write,
• 13:41
  dear
• 13:42
  Martha
• 13:42
  Brook,
• 13:42
  that's
• 13:43
  in
• 13:43
  caps,
• 13:43
  you
• 13:44
  know,
• 13:44
  so
• 13:44
  they're
• 13:44
  screaming
• 13:44
  at
• 13:45
  me.
• 13:45
  I
• 13:46
  just
• 13:46
  know
• 13:46
  from
• 13:46
  the
• 13:46
  get
• 13:46
  go
• 13:47
  they're
• 13:47
  not
• 13:47
  listening.
• 13:47
  They
• 13:48
  didn't
• 13:48
  even
• 13:48
  take
• 13:48
  the
• 13:48
  time
• 13:49
  to
• 13:49
  correct
• 13:50
  that
• 13:51
  and
• 13:51
  make
• 13:51
  a
• 13:51
  title
• 13:52
  case.
• 13:52
  High
• 13:53
  Martha,
• 13:54
  uppercase
• 13:54
  M.
• 13:54
  Like,
• 13:55
  they
• 13:55
  didn't
• 13:55
  even
• 13:55
  take
• 13:55
  the
• 13:56
  time
• 13:56
  to
• 13:56
  do
• 13:56
  that.
• 13:56
  It
• 13:57
  was
• 13:57
  just
• 13:57
  some
• 13:57
  list
• 13:58
  that
• 13:58
  the
• 13:58
  IT
• 13:58
  department
• 13:59
  didn't
• 13:59
  even
• 13:59
  clean.
• 14:00
  Couldn't
• 14:00
  even
• 14:01
  bother
• 14:01
  to
• 14:01
  spend
• 14:01
  two
• 14:02
  hours
• 14:02
  and
• 14:02
  clean
• 14:02
  up.
• 14:03
  So
• 14:04
  how
• 14:04
  you
• 14:04
  invite
• 14:05
  people
• 14:05
  is
• 14:05
  really,
• 14:06
  really
• 14:06
  important.
• 14:08
  So
• 14:08
  sometimes
• 14:09
  we
• 14:09
  use
• 14:09
  incentives
• 14:11
  because
• 14:11
  it's
• 14:12
  a
• 14:12
  way
• 14:12
  if
• 14:12
  your
• 14:13
  customer
• 14:13
  is
• 14:14
  worth,
• 14:15
  you
• 14:15
  know,
• 14:15
  we
• 14:15
  work
• 14:15
  with
• 14:16
  situations
• 14:16
  where
• 14:17
  customers
• 14:17
  can
• 14:17
  be
• 14:17
  worth,
• 14:18
  you
• 14:18
  know,
• 14:18
  hundreds
• 14:19
  of
• 14:19
  thousands
• 14:19
  or
• 14:19
  millions
• 14:20
  of
• 14:20
  dollars.
• 14:21
  You
• 14:21
  know,
• 14:22
  hey,
• 14:22
  a
• 14:22
  coffee
• 14:23
  on
• 14:23
  us.
• 14:23
  And
• 14:23
  we
• 14:23
  do
• 14:24
  a,
• 14:24
  you
• 14:24
  know,
• 14:24
  Starbucks
• 14:25
  gift
• 14:25
  card
• 14:25
  or
• 14:26
  it,
• 14:26
  you
• 14:26
  know,
• 14:26
  really
• 14:27
  depends
• 14:27
  on
• 14:27
  what
• 14:27
  the
• 14:28
  interaction
• 14:28
  is.
• 14:28
  But
• 14:29
  using,
• 14:31
  you
• 14:31
  know,
• 14:31
  good
• 14:31
  narrative
• 14:32
  techniques
• 14:32
  to
• 14:32
  invite
• 14:33
  people
• 14:33
  and
• 14:33
  thinking
• 14:34
  about
• 14:34
  how
• 14:34
  to
• 14:34
  show
• 14:35
  appreciation,
• 14:36
  sometimes
• 14:36
  it's,
• 14:38
  you
• 14:38
  know,
• 14:39
  if
• 14:39
  you're
• 14:39
  willing
• 14:40
  to
• 14:40
  share
• 14:40
  your
• 14:40
  feedback.
• 14:41
  We're
• 14:41
  also
• 14:42
  willing
• 14:42
  to
• 14:43
  share
• 14:43
  the
• 14:43
  results
• 14:44
  of
• 14:44
  this
• 14:44
  study
• 14:45
  so
• 14:45
  that
• 14:45
  you
• 14:46
  know
• 14:46
  more
• 14:46
  about
• 14:46
  this
• 14:47
  industry,
• 14:47
  the
• 14:47
  marketplace,
• 14:48
  where
• 14:48
  it's
• 14:48
  going.
• 14:49
  So
• 14:49
  there
• 14:49
  are
• 14:49
  all
• 14:50
  kinds
• 14:50
  of
• 14:51
  ways
• 14:51
  to
• 14:52
  do
• 14:52
  the
• 14:52
  invite
• 14:53
  that
• 14:53
  show
• 14:53
  listening,
• 14:54
  and
• 14:54
  that's
• 14:54
  really,
• 14:54
  really
• 14:55
  important.
• 14:55
  Those
• 14:56
  big
• 14:56
  blasts,
• 14:57
  I'd
• 14:57
  say
• 14:58
  I'm
• 14:59
  like
• 14:59
  you,
• 14:59
  I,
• 15:00
  you
• 15:00
  know,
• 15:01
  delete,
• 15:01
  delete.
• 15:02
  So
• 15:02
  you
• 15:03
  have,
• 15:03
  you
• 15:03
  have
• 15:03
  the
• 15:03
  software.
• 15:04
  Right.
• 15:04
  Getting
• 15:04
  back
• 15:05
  to
• 15:05
  what
• 15:05
  you
• 15:05
  just
• 15:05
  said.
• 15:05
  Sure.
• 15:06
  Staying
• 15:06
  on
• 15:06
  this
• 15:06
  topic
• 15:07
  of
• 15:07
  the
• 15:07
  product
• 15:07
  surveys.
• 15:08
  Okay,
• 15:08
  sure.
• 15:09
  You
• 15:10
  have
• 15:10
  the
• 15:10
  software
• 15:11
  and
• 15:11
  the
• 15:11
  software.
• 15:12
  Can
• 15:12
  that
• 15:12
  software
• 15:13
  control?
• 15:14
  Okay.
• 15:15
  I'm
• 15:15
  only
• 15:15
  going
• 15:15
  to
• 15:16
  send
• 15:16
  Glenn
• 15:16
  every
• 15:17
  third
• 15:17
  product
• 15:18
  or
• 15:18
  every
• 15:19
  fifth
• 15:19
  product.
• 15:20
  Or
• 15:20
  is
• 15:20
  it
• 15:20
  just
• 15:20
  the
• 15:21
  software
• 15:21
  set
• 15:21
  up
• 15:21
  that
• 15:22
  every
• 15:22
  product
• 15:22
  he
• 15:22
  buys
• 15:23
  is
• 15:23
  going
• 15:23
  to
• 15:23
  get
• 15:23
  this
• 15:23
  survey
• 15:24
  email?
• 15:25
  Right.
• 15:25
  So
• 15:27
  how
• 15:27
  you,
• 15:27
  it's,
• 15:28
  that's,
• 15:28
  it's
• 15:28
  how
• 15:28
  you
• 15:29
  work
• 15:29
  with
• 15:29
  the
• 15:29
  software.
• 15:29
  So
• 15:30
  the
• 15:30
  software
• 15:30
  can't
• 15:30
  do
• 15:31
  that
• 15:31
  for
• 15:31
  you.
• 15:31
  You
• 15:31
  have
• 15:31
  your
• 15:32
  qualtric
• 15:32
  surveymonkey.
• 15:33
  You
• 15:33
  know,
• 15:33
  whatever
• 15:33
  it
• 15:33
  is,
• 15:35
  it's
• 15:36
  just
• 15:36
  the
• 15:36
  platform
• 15:37
  now
• 15:39
  we
• 15:39
  have
• 15:39
  licenses
• 15:40
  to
• 15:40
  all
• 15:40
  the
• 15:40
  major
• 15:40
  Survey
• 15:41
  platforms,
• 15:42
  Qualtrics,
• 15:43
  Alchemy,
• 15:43
  etc.
• 15:45
  But
• 15:46
  it's
• 15:47
  just
• 15:47
  the
• 15:47
  tool
• 15:48
  that
• 15:49
  allows
• 15:49
  you
• 15:49
  to
• 15:49
  ask
• 15:50
  questions
• 15:50
  and
• 15:50
  collect
• 15:51
  responses.
• 15:52
  So
• 15:53
  how
• 15:53
  you
• 15:53
  work
• 15:54
  with
• 15:54
  your
• 15:54
  files,
• 15:55
  that's
• 15:55
  a
• 15:55
  whole
• 15:56
  different
• 15:56
  matter.
• 15:58
  It's
• 15:58
  a
• 15:59
  really,
• 15:59
  really
• 16:00
  important
• 16:00
  matter.
• 16:01
  So
• 16:01
  there's
• 16:02
  all
• 16:02
  kinds
• 16:02
  of
• 16:03
  math
• 16:03
  and
• 16:04
  Excel
• 16:04
  and
• 16:05
  business
• 16:05
  decisions
• 16:06
  and
• 16:07
  business
• 16:07
  rules
• 16:08
  that
• 16:08
  need
• 16:08
  to
• 16:08
  happen
• 16:09
  behind
• 16:10
  or.
• 16:11
  And
• 16:11
  with
• 16:12
  the
• 16:12
  survey
• 16:13
  platforms.
• 16:16
  Is
• 16:16
  there
• 16:16
  a
• 16:16
  survey
• 16:17
  platform
• 16:17
  that
• 16:17
  you
• 16:17
  would
• 16:18
  recommend
• 16:18
  that's
• 16:18
  fairly
• 16:19
  simple
• 16:19
  for
• 16:20
  the
• 16:20
  smaller
• 16:20
  retailer
• 16:21
  or
• 16:21
  manufacturer?
• 16:23
  I
• 16:23
  would.
• 16:23
  Well,
• 16:25
  here
• 16:25
  I'm
• 16:25
  biased.
• 16:28
  You're
• 16:28
  allowed
• 16:28
  to
• 16:29
  be,
• 16:29
  yeah.
• 16:29
  Okay,
• 16:30
  so
• 16:31
  we
• 16:31
  have
• 16:31
  licenses
• 16:32
  to
• 16:32
  all
• 16:32
  the
• 16:33
  major
• 16:33
  survey
• 16:34
  platform.
• 16:34
  So
• 16:34
  really
• 16:35
  you're
• 16:35
  going
• 16:35
  to
• 16:36
  do
• 16:36
  better
• 16:36
  to
• 16:36
  just
• 16:37
  work
• 16:37
  with
• 16:37
  a
• 16:37
  company
• 16:37
  like
• 16:38
  ours
• 16:38
  that
• 16:38
  already
• 16:39
  has
• 16:39
  the
• 16:39
  licenses
• 16:40
  and
• 16:40
  knows
• 16:41
  how
• 16:41
  to
• 16:41
  use
• 16:41
  the
• 16:42
  survey
• 16:42
  platforms
• 16:42
  rather
• 16:43
  than
• 16:43
  going
• 16:43
  out
• 16:44
  yourself
• 16:44
  to
• 16:45
  Survey
• 16:46
  Monkey
• 16:46
  Enterprise
• 16:47
  or
• 16:47
  Alchemy
• 16:48
  or
• 16:48
  this
• 16:48
  or
• 16:49
  that
• 16:49
  or
• 16:49
  Qualtrics.
• 16:51
  Because
• 16:51
  now
• 16:51
  you're
• 16:51
  going
• 16:51
  to
• 16:51
  have
• 16:52
  to,
• 16:52
  you
• 16:52
  know,
• 16:53
  buy
• 16:53
  the
• 16:53
  license
• 16:53
  and
• 16:54
  learn
• 16:54
  how
• 16:54
  to
• 16:54
  use
• 16:55
  it.
• 16:55
  And
• 16:55
  you
• 16:55
  know,
• 16:56
  the
• 16:56
  stuff
• 16:56
  is
• 16:56
  surprisingly
• 16:58
  not
• 16:58
  intuitive
• 16:59
  if
• 16:59
  you
• 16:59
  get
• 16:59
  into
• 17:00
  the
• 17:00
  mechanics
• 17:01
  of
• 17:01
  a
• 17:01
  good
• 17:01
  survey.
• 17:03
  So
• 17:03
  I
• 17:03
  would
• 17:04
  say
• 17:04
  work
• 17:04
  with
• 17:05
  a
• 17:05
  company
• 17:05
  that
• 17:05
  already
• 17:06
  has
• 17:06
  the
• 17:06
  licenses.
• 17:08
  And
• 17:08
  you're
• 17:08
  right,
• 17:09
  you
• 17:09
  know,
• 17:10
  three
• 17:10
  quarters
• 17:11
  of
• 17:11
  the
• 17:11
  battle
• 17:11
  is
• 17:11
  what
• 17:12
  you
• 17:12
  do
• 17:12
  after.
• 17:13
  Right.
• 17:13
  You
• 17:13
  know,
• 17:13
  you
• 17:14
  know,
• 17:14
  that's,
• 17:14
  it's
• 17:14
  always
• 17:14
  the
• 17:15
  follow
• 17:15
  up
• 17:15
  on
• 17:15
  a
• 17:15
  survey,
• 17:16
  what
• 17:16
  you
• 17:16
  do
• 17:16
  with
• 17:17
  the
• 17:17
  information,
• 17:17
  number
• 17:18
  one
• 17:18
  and
• 17:19
  two,
• 17:19
  on
• 17:20
  a
• 17:20
  general
• 17:21
  basis
• 17:22
  and
• 17:22
  also
• 17:22
  on
• 17:22
  an
• 17:22
  individual
• 17:23
  basis
• 17:23
  as
• 17:24
  you
• 17:24
  were
• 17:24
  talking
• 17:24
  about
• 17:24
  earlier.
• 17:25
  Right.
• 17:26
  So
• 17:26
  yeah,
• 17:26
  it's
• 17:26
  the,
• 17:26
  it's
• 17:27
  the
• 17:27
  quality
• 17:27
  of
• 17:27
  the
• 17:28
  questions
• 17:29
  and
• 17:29
  then
• 17:29
  it's
• 17:30
  the
• 17:30
  quality
• 17:30
  of
• 17:30
  the
• 17:31
  analysis
• 17:32
  which,
• 17:33
  you
• 17:33
  know,
• 17:33
  you
• 17:34
  can
• 17:34
  get
• 17:34
  into.
• 17:34
  We
• 17:35
  use
• 17:35
  statistical
• 17:36
  programs
• 17:37
  when
• 17:37
  it's
• 17:37
  large
• 17:37
  data
• 17:38
  sets
• 17:38
  and
• 17:38
  then
• 17:39
  we
• 17:39
  produce
• 17:39
  what
• 17:40
  is
• 17:40
  called
• 17:40
  crosstab,
• 17:41
  so
• 17:41
  you
• 17:41
  can
• 17:41
  see,
• 17:42
  you
• 17:42
  know,
• 17:42
  customer
• 17:43
  type
• 17:43
  by
• 17:43
  customer
• 17:44
  type,
• 17:44
  how
• 17:45
  they
• 17:45
  responded
• 17:45
  to
• 17:46
  different
• 17:46
  questions.
• 17:48
  So
• 17:49
  there's
• 17:49
  the
• 17:49
  analytics
• 17:49
  and
• 17:50
  then
• 17:50
  there's
• 17:50
  the,
• 17:51
  just
• 17:51
  the
• 17:52
  fundamental.
• 17:53
  Now
• 17:54
  you
• 17:54
  need
• 17:54
  to,
• 17:55
  you
• 17:56
  know,
• 17:56
  you
• 17:56
  need
• 17:56
  to
• 17:56
  act
• 17:57
  on
• 17:57
  the
• 17:57
  feedback
• 17:58
  even
• 17:58
  at
• 17:58
  an
• 17:58
  individual
• 17:59
  level.
• 17:59
  If
• 18:00
  a
• 18:00
  customer
• 18:01
  writes
• 18:01
  and
• 18:01
  says,
• 18:02
  hey,
• 18:03
  I
• 18:04
  just
• 18:04
  want
• 18:04
  you
• 18:04
  to
• 18:04
  know
• 18:04
  I
• 18:05
  love
• 18:05
  your
• 18:05
  company,
• 18:05
  I
• 18:06
  love
• 18:06
  this
• 18:06
  and
• 18:06
  that
• 18:07
  about
• 18:07
  it.
• 18:08
  I
• 18:08
  think
• 18:08
  you
• 18:08
  should
• 18:09
  write
• 18:09
  back
• 18:09
  and
• 18:09
  say,
• 18:10
  you
• 18:10
  know,
• 18:10
  really,
• 18:10
  thank
• 18:11
  you
• 18:11
  for
• 18:11
  that,
• 18:11
  we
• 18:11
  really
• 18:12
  appreciate
• 18:12
  you
• 18:12
  as
• 18:13
  a
• 18:13
  customer
• 18:13
  and
• 18:13
  that
• 18:14
  your
• 18:14
  feedback
• 18:14
  is
• 18:14
  invaluable.
• 18:15
  If
• 18:16
  the
• 18:16
  customer
• 18:16
  writes,
• 18:18
  I
• 18:18
  got
• 18:18
  your
• 18:18
  product
• 18:19
  and
• 18:19
  it
• 18:19
  was,
• 18:20
  it
• 18:20
  wasn't
• 18:20
  entirely
• 18:21
  broken,
• 18:21
  but
• 18:21
  this
• 18:22
  piece
• 18:22
  that
• 18:22
  chipped
• 18:23
  off
• 18:23
  or
• 18:23
  whatever
• 18:24
  it
• 18:24
  is,
• 18:25
  you
• 18:25
  absolutely
• 18:26
  have
• 18:26
  to
• 18:27
  get
• 18:27
  back
• 18:27
  to
• 18:27
  them.
• 18:28
  Otherwise
• 18:28
  you're
• 18:29
  never
• 18:29
  going
• 18:29
  to
• 18:29
  hear
• 18:29
  from
• 18:29
  them
• 18:30
  again
• 18:30
  in
• 18:30
  any
• 18:30
  kind
• 18:31
  of
• 18:31
  quality
• 18:31
  way.
• 18:32
  Like
• 18:32
  why
• 18:32
  would
• 18:33
  you.
• 18:33
  It's
• 18:33
  just
• 18:34
  that's,
• 18:34
  you
• 18:34
  know,
• 18:35
  it's
• 18:35
  like,
• 18:35
  of
• 18:35
  course
• 18:36
  you're
• 18:36
  not.
• 18:36
  So
• 18:37
  it's.
• 18:37
  So
• 18:37
  it's.
• 18:38
  There
• 18:38
  are
• 18:38
  many
• 18:38
  parts.
• 18:39
  I
• 18:39
  guess
• 18:39
  that's
• 18:40
  what
• 18:40
  I
• 18:40
  hope
• 18:40
  I'm
• 18:40
  communicating
• 18:41
  is
• 18:42
  there
• 18:42
  are
• 18:42
  many
• 18:42
  parts
• 18:43
  to
• 18:43
  doing
• 18:43
  a
• 18:43
  survey.
• 18:44
  How
• 18:45
  you
• 18:45
  invite,
• 18:45
  how
• 18:46
  you
• 18:46
  ask,
• 18:46
  what
• 18:46
  you
• 18:47
  ask,
• 18:47
  when
• 18:48
  you
• 18:48
  ask,
• 18:48
  who
• 18:49
  you
• 18:49
  ask,
• 18:49
  then
• 18:50
  how
• 18:50
  you
• 18:50
  analyze
• 18:51
  the
• 18:51
  results
• 18:51
  and
• 18:51
  then
• 18:51
  how
• 18:52
  you
• 18:52
  feedback
• 18:52
  on
• 18:52
  it
• 18:53
  and,
• 18:53
  you
• 18:53
  know,
• 18:53
  create
• 18:53
  a
• 18:54
  complete
• 18:54
  closed
• 18:54
  loop.
• 18:56
  What
• 18:56
  can
• 18:56
  they
• 18:56
  expect?
• 18:57
  So
• 18:57
  let's
• 18:57
  say
• 18:58
  they
• 18:58
  have
• 18:58
  10,000
• 18:59
  in
• 18:59
  the
• 18:59
  email
• 18:59
  base.
• 19:00
  Let's
• 19:00
  just
• 19:00
  use
• 19:00
  that
• 19:00
  as
• 19:00
  an
• 19:01
  example.
• 19:02
  What
• 19:02
  can
• 19:02
  they
• 19:02
  expect
• 19:03
  as
• 19:03
  the
• 19:03
  number?
• 19:04
  You
• 19:04
  know,
• 19:04
  they
• 19:04
  said
• 19:04
  they
• 19:05
  blast
• 19:05
  it
• 19:05
  out.
• 19:05
  Maybe
• 19:05
  they
• 19:05
  put
• 19:06
  it
• 19:06
  on
• 19:06
  the
• 19:06
  website,
• 19:06
  they
• 19:06
  do
• 19:07
  socials,
• 19:07
  all
• 19:07
  of
• 19:07
  that
• 19:07
  stuff.
• 19:08
  Can
• 19:09
  they
• 19:09
  expect
• 19:09
  5%
• 19:10
  response
• 19:11
  from
• 19:12
  that?
• 19:12
  Is
• 19:12
  there
• 19:12
  a
• 19:13
  standard
• 19:13
  response?
• 19:15
  Yeah,
• 19:15
  we
• 19:16
  would
• 19:16
  say
• 19:16
  between
• 19:17
  4
• 19:18
  and
• 19:19
  55%.
• 19:21
  Okay,
• 19:21
  so
• 19:21
  that's
• 19:22
  quite
• 19:22
  a
• 19:22
  range.
• 19:23
  And
• 19:23
  what
• 19:23
  does
• 19:23
  it
• 19:23
  depend
• 19:24
  on?
• 19:25
  It
• 19:25
  depends
• 19:26
  on
• 19:27
  how
• 19:27
  engaged
• 19:28
  your
• 19:28
  customers
• 19:29
  are
• 19:29
  with
• 19:29
  you.
• 19:30
  Like,
• 19:30
  is
• 19:31
  this,
• 19:31
  you
• 19:32
  know,
• 19:32
  look,
• 19:32
  you
• 19:32
  buy
• 19:33
  a
• 19:33
  roll
• 19:34
  of
• 19:34
  toilet
• 19:34
  paper
• 19:35
  like
• 19:35
  no
• 19:35
  one
• 19:35
  cares.
• 19:36
  Like,
• 19:37
  best
• 19:37
  now
• 19:37
  you're
• 19:38
  not
• 19:38
  even
• 19:38
  getting
• 19:38
  4%
• 19:39
  response.
• 19:40
  Like,
• 19:40
  no
• 19:40
  one
• 19:40
  cares.
• 19:40
  It's
• 19:40
  too
• 19:40
  high.
• 19:41
  That's
• 19:41
  all
• 19:41
  I
• 19:41
  care.
• 19:41
  Yeah,
• 19:42
  come
• 19:42
  on.
• 19:42
  Yeah,
• 19:42
  like,
• 19:43
  come
• 19:43
  on.
• 19:45
  So
• 19:45
  how
• 19:45
  engaged,
• 19:46
  honestly,
• 19:47
  are
• 19:47
  your,
• 19:48
  your
• 19:48
  customers
• 19:48
  with
• 19:49
  you?
• 19:50
  It
• 19:50
  depends
• 19:51
  on
• 19:52
  world
• 19:52
  events.
• 19:53
  Like,
• 19:53
  the
• 19:54
  pandemic
• 19:55
  was
• 19:55
  great
• 19:55
  for
• 19:55
  survey
• 19:56
  response.
• 19:56
  We
• 19:57
  got
• 19:57
  incredible
• 19:58
  survey
• 19:58
  sponsor.
• 19:59
  Yeah.
• 19:59
  Especially
• 20:00
  from
• 20:00
  employee
• 20:01
  surveys.
• 20:02
  But
• 20:03
  you
• 20:03
  know,
• 20:03
  when.
• 20:03
  When
• 20:04
  the
• 20:04
  stock
• 20:04
  market
• 20:05
  dips,
• 20:05
  that
• 20:05
  can
• 20:06
  be
• 20:06
  bad
• 20:06
  for
• 20:06
  survey
• 20:07
  response.
• 20:08
  So
• 20:09
  they're
• 20:09
  just.
• 20:09
  Because
• 20:09
  people
• 20:10
  are
• 20:10
  depressed,
• 20:10
  they
• 20:10
  just.
• 20:11
  Yeah,
• 20:12
  yeah.
• 20:12
  Well,
• 20:12
  they
• 20:12
  have.
• 20:13
  Yeah,
• 20:13
  they
• 20:13
  have
• 20:13
  bigger
• 20:13
  fish
• 20:14
  to
• 20:14
  fry.
• 20:14
  They've
• 20:14
  got
• 20:14
  to
• 20:15
  go
• 20:15
  into
• 20:15
  their
• 20:15
  Schwab
• 20:15
  account
• 20:16
  and
• 20:16
  deal
• 20:16
  with,
• 20:16
  like,
• 20:17
  should
• 20:17
  I
• 20:17
  rebalance
• 20:17
  my
• 20:18
  poor
• 20:18
  portfolio
• 20:19
  and
• 20:19
  who
• 20:19
  should
• 20:19
  I
• 20:19
  call
• 20:20
  and
• 20:20
  what
• 20:20
  do
• 20:20
  I
• 20:20
  do?
• 20:21
  You
• 20:21
  know,
• 20:21
  and
• 20:21
  so
• 20:22
  you
• 20:22
  become.
• 20:23
  No
• 20:23
  matter
• 20:23
  how
• 20:24
  important
• 20:24
  you
• 20:25
  think
• 20:25
  you
• 20:25
  are,
• 20:25
  you
• 20:26
  just
• 20:26
  simply
• 20:26
  become
• 20:27
  less
• 20:27
  important.
• 20:28
  So
• 20:28
  there's
• 20:28
  kind
• 20:29
  of
• 20:29
  world
• 20:29
  events,
• 20:33
  there's
• 20:33
  that
• 20:33
  engagement,
• 20:34
  and
• 20:34
  then
• 20:34
  there's
• 20:35
  the.
• 20:35
  What's
• 20:35
  the
• 20:35
  quality
• 20:36
  of
• 20:36
  your
• 20:37
  database?
• 20:38
  With
• 20:38
  us,
• 20:39
  we're
• 20:39
  all
• 20:39
  white
• 20:40
  hat,
• 20:40
  so
• 20:40
  we
• 20:40
  get
• 20:41
  100%
• 20:41
  deliverability.
• 20:43
  But,
• 20:44
  you
• 20:44
  know,
• 20:44
  what's
• 20:44
  the
• 20:45
  quality
• 20:45
  of
• 20:46
  your.
• 20:46
  Your
• 20:47
  emails
• 20:47
  and
• 20:47
  your
• 20:48
  list?
• 20:48
  And,
• 20:49
  you
• 20:49
  know,
• 20:50
  are
• 20:50
  your
• 20:50
  emails
• 20:50
  really
• 20:51
  being.
• 20:51
  Yeah,
• 20:51
  you
• 20:51
  have
• 20:52
  10,000.
• 20:52
  But
• 20:53
  are
• 20:53
  they
• 20:53
  really
• 20:53
  being
• 20:53
  delivered?
• 20:54
  So,
• 20:56
  so
• 20:56
  there's.
• 20:57
  That's,
• 20:57
  that's
• 20:58
  why
• 20:58
  there's
• 20:58
  this
• 20:58
  big
• 20:59
  range.
• 21:00
  Why
• 21:00
  say
• 21:00
  4%?
• 21:01
  I
• 21:01
  used
• 21:01
  to
• 21:01
  say
• 21:02
  5%,
• 21:02
  but
• 21:03
  we're
• 21:04
  finding,
• 21:04
  like,
• 21:04
  it
• 21:04
  can
• 21:05
  be,
• 21:05
  you
• 21:05
  know,
• 21:05
  in
• 21:05
  the
• 21:06
  3
• 21:06
  and
• 21:06
  4%.
• 21:06
  But
• 21:07
  we've
• 21:07
  also
• 21:07
  see,
• 21:08
  you
• 21:08
  know,
• 21:09
  50,
• 21:09
  60%
• 21:10
  response.
• 21:11
  Has
• 21:11
  that
• 21:11
  changed
• 21:12
  over
• 21:12
  the
• 21:12
  last
• 21:12
  10
• 21:12
  years?
• 21:12
  Higher
• 21:13
  or
• 21:13
  lower?
• 21:13
  No.
• 21:16
  Yeah,
• 21:16
  yeah,
• 21:16
  yeah.
• 21:16
  It's,
• 21:17
  you
• 21:17
  know,
• 21:17
  other
• 21:17
  than
• 21:17
  the,
• 21:18
  you
• 21:18
  know,
• 21:18
  the
• 21:18
  few
• 21:19
  times
• 21:19
  have
• 21:19
  never
• 21:19
  been
• 21:20
  spikes
• 21:20
  in,
• 21:21
  you
• 21:21
  know,
• 21:21
  world
• 21:21
  events
• 21:22
  where
• 21:22
  you've
• 21:22
  seen
• 21:23
  like
• 21:23
  oh,
• 21:25
  a
• 21:25
  big
• 21:25
  ascension
• 21:26
  or,
• 21:26
  or
• 21:26
  a
• 21:27
  decline.
• 21:27
  But
• 21:28
  no,
• 21:28
  it's,
• 21:28
  it's,
• 21:29
  it's
• 21:29
  pretty
• 21:29
  standard.
• 21:31
  And
• 21:31
  I'm
• 21:31
  sure
• 21:31
  there's
• 21:31
  times
• 21:32
  a
• 21:32
  year
• 21:32
  like
• 21:32
  you
• 21:32
  probably
• 21:32
  don't
• 21:33
  want
• 21:33
  to
• 21:33
  do
• 21:33
  one
• 21:33
  Christmas
• 21:34
  week,
• 21:34
  right?
• 21:34
  I
• 21:34
  mean
• 21:34
  there's
• 21:35
  times
• 21:35
  a
• 21:35
  year
• 21:35
  you
• 21:35
  just
• 21:36
  don't
• 21:36
  do
• 21:36
  them.
• 21:36
  Yeah,
• 21:36
  yeah,
• 21:37
  yeah.
• 21:37
  We
• 21:37
  would
• 21:37
  say
• 21:38
  Monday
• 21:38
  more.
• 21:38
  Although
• 21:39
  typically
• 21:40
  there's
• 21:40
  like
• 21:40
  a
• 21:40
  reminder
• 21:41
  schedule
• 21:41
  and
• 21:41
  we'll
• 21:41
  try
• 21:42
  a
• 21:42
  Monday
• 21:42
  or
• 21:43
  a
• 21:43
  Friday
• 21:43
  as
• 21:43
  part
• 21:44
  of
• 21:44
  a
• 21:44
  reminder
• 21:45
  schedule.
• 21:45
  And
• 21:45
  by
• 21:45
  the
• 21:45
  way,
• 21:45
  don't
• 21:46
  ever
• 21:46
  write
• 21:46
  reminder
• 21:47
  in
• 21:47
  bold
• 21:47
  in
• 21:48
  your
• 21:48
  email.
• 21:48
  You're
• 21:49
  just
• 21:49
  telling
• 21:49
  people
• 21:49
  what
• 21:49
  they
• 21:50
  already
• 21:50
  decided
• 21:51
  not
• 21:51
  to
• 21:51
  do.
• 21:52
  Don't
• 21:52
  do
• 21:52
  that.
• 21:52
  Right.
• 21:54
  Be
• 21:54
  creative.
• 21:54
  I
• 21:55
  guess
• 21:55
  that's
• 21:56
  one
• 21:57
  lesson
• 21:57
  I'd
• 21:57
  want
• 21:58
  to
• 21:58
  impart
• 21:58
  is
• 21:58
  be
• 21:58
  creative.
• 21:59
  Be
• 21:59
  narrative,
• 21:59
  be
• 22:00
  human
• 22:00
  in
• 22:01
  your
• 22:01
  customer
• 22:02
  feedback
• 22:02
  process.
• 22:05
  Yeah,
• 22:06
  yeah.
• 22:07
  So
• 22:08
  is
• 22:08
  there
• 22:08
  a
• 22:08
  length,
• 22:08
  let's
• 22:09
  go
• 22:09
  back
• 22:09
  to
• 22:09
  the
• 22:09
  general
• 22:10
  survey.
• 22:10
  Is
• 22:10
  there
• 22:11
  a
• 22:11
  length
• 22:11
  of
• 22:12
  a
• 22:12
  survey
• 22:13
  that
• 22:13
  produces
• 22:13
  the
• 22:14
  best
• 22:14
  results?
• 22:14
  Because
• 22:14
  I
• 22:15
  have,
• 22:15
  I
• 22:15
  have
• 22:16
  gone
• 22:16
  into
• 22:16
  some
• 22:16
  surveys
• 22:17
  and
• 22:18
  you
• 22:18
  get
• 22:18
  three
• 22:19
  pages
• 22:19
  in,
• 22:19
  you're
• 22:20
  20
• 22:20
  minutes
• 22:20
  in
• 22:21
  and
• 22:21
  I'm
• 22:21
  going,
• 22:21
  is
• 22:22
  this
• 22:22
  thing
• 22:22
  ever
• 22:22
  going
• 22:22
  to
• 22:22
  end?
• 22:23
  You
• 22:23
  know,
• 22:24
  and
• 22:25
  some
• 22:25
  of
• 22:25
  those
• 22:25
  you
• 22:25
  don't
• 22:25
  finish.
• 22:26
  Right.
• 22:26
  You
• 22:26
  bail.
• 22:27
  Yeah,
• 22:27
  absolutely.
• 22:28
  So
• 22:28
  what's
• 22:29
  the
• 22:29
  magic
• 22:29
  there?
• 22:30
  Okay,
• 22:30
  first
• 22:31
  of
• 22:31
  all,
• 22:31
  set
• 22:31
  an
• 22:32
  honest
• 22:32
  expectation.
• 22:33
  Like
• 22:33
  don't
• 22:34
  if,
• 22:34
  if
• 22:34
  it's
• 22:35
  going
• 22:35
  to
• 22:35
  take
• 22:35
  10
• 22:36
  minutes,
• 22:36
  say
• 22:36
  that.
• 22:36
  If
• 22:37
  you
• 22:37
  truly
• 22:37
  just
• 22:37
  have
• 22:37
  a
• 22:38
  few
• 22:38
  questions
• 22:39
  and
• 22:39
  you
• 22:39
  can
• 22:39
  do
• 22:39
  it
• 22:40
  in
• 22:40
  a
• 22:40
  couple
• 22:41
  of
• 22:41
  minutes,
• 22:41
  say
• 22:42
  that.
• 22:42
  Don't
• 22:42
  say
• 22:43
  it's
• 22:43
  only
• 22:43
  going
• 22:43
  to
• 22:43
  take
• 22:43
  a
• 22:44
  couple
• 22:44
  of
• 22:44
  minutes
• 22:44
  and
• 22:44
  then
• 22:45
  do
• 22:45
  some
• 22:45
  kind
• 22:45
  of,
• 22:46
  you
• 22:46
  know,
• 22:47
  dissertation
• 22:48
  level,
• 22:49
  the
• 22:49
  hundred
• 22:50
  question
• 22:50
  survey,
• 22:51
  don't
• 22:51
  do
• 22:51
  it.
• 22:53
  So
• 22:53
  your
• 22:53
  question
• 22:54
  should
• 22:54
  be
• 22:54
  relevant
• 22:55
  if
• 22:55
  it's
• 22:56
  what
• 22:56
  we
• 22:56
  call
• 22:56
  that
• 22:56
  touch
• 22:57
  points,
• 22:57
  just
• 22:57
  about
• 22:58
  the
• 22:58
  shopping
• 22:58
  cart
• 22:58
  or
• 22:58
  it's
• 22:59
  just
• 22:59
  about
• 23:00
  keep
• 23:00
  it
• 23:00
  to
• 23:00
  under
• 23:00
  10
• 23:00
  questions
• 23:01
  always.
• 23:02
  If
• 23:03
  it's
• 23:03
  that
• 23:03
  big
• 23:03
  annual
• 23:04
  or
• 23:04
  biannual
• 23:06
  survey
• 23:06
  where
• 23:06
  you're
• 23:06
  asking
• 23:07
  about
• 23:07
  multiple
• 23:08
  departments
• 23:08
  of
• 23:08
  a
• 23:09
  company,
• 23:10
  set
• 23:10
  up
• 23:10
  that
• 23:10
  expectation
• 23:12
  and
• 23:12
  use
• 23:12
  a
• 23:12
  lot
• 23:12
  of
• 23:13
  logic
• 23:13
  gating
• 23:13
  to
• 23:14
  make
• 23:14
  sure
• 23:14
  you're
• 23:14
  always
• 23:14
  relevant,
• 23:15
  to
• 23:15
  keep
• 23:15
  it
• 23:15
  as
• 23:15
  short
• 23:15
  as
• 23:16
  possible.
• 23:17
  But
• 23:18
  you
• 23:18
  might
• 23:18
  very
• 23:18
  well
• 23:19
  have,
• 23:21
  for
• 23:21
  a
• 23:21
  customer
• 23:22
  that's
• 23:22
  super
• 23:22
  engaged
• 23:23
  with
• 23:23
  you,
• 23:23
  you
• 23:23
  might
• 23:23
  have
• 23:24
  40
• 23:24
  or
• 23:25
  50
• 23:25
  aspects
• 23:26
  of
• 23:26
  the
• 23:27
  company
• 23:27
  that
• 23:27
  you
• 23:27
  want
• 23:27
  them
• 23:27
  to
• 23:28
  rate.
• 23:28
  And
• 23:28
  just
• 23:28
  so
• 23:29
  the
• 23:29
  point
• 23:29
  is
• 23:29
  to
• 23:30
  really
• 23:31
  set
• 23:31
  a
• 23:31
  clear
• 23:32
  expectation
• 23:32
  about
• 23:33
  what
• 23:33
  it
• 23:33
  is
• 23:34
  and
• 23:34
  think
• 23:34
  about
• 23:35
  if
• 23:35
  it
• 23:35
  is
• 23:36
  a
• 23:36
  longer
• 23:36
  survey,
• 23:37
  how
• 23:37
  you
• 23:37
  can
• 23:37
  incentivize,
• 23:38
  like
• 23:38
  what
• 23:38
  can
• 23:38
  you
• 23:39
  do
• 23:39
  in
• 23:39
  exchange
• 23:40
  your
• 23:40
  customers
• 23:41
  time
• 23:41
  is
• 23:41
  just
• 23:42
  as
• 23:42
  valuable
• 23:42
  as
• 23:42
  yours.
• 23:43
  Like
• 23:43
  what
• 23:43
  can
• 23:44
  you
• 23:44
  do
• 23:44
  to
• 23:45
  sweeten
• 23:45
  the
• 23:46
  deal?
• 23:46
  That
• 23:46
  you
• 23:47
  can
• 23:47
  discount
• 23:47
  off
• 23:48
  the
• 23:48
  next
• 23:48
  order
• 23:48
  or
• 23:49
  whatever.
• 23:49
  Yeah,
• 23:50
  yeah.
• 23:51
  Or
• 23:52
  like
• 23:52
  I
• 23:52
  say,
• 23:53
  you
• 23:53
  know,
• 23:53
  we
• 23:53
  love
• 23:53
  the
• 23:54
  coffee
• 23:54
  units.
• 23:55
  We,
• 23:55
  you
• 23:55
  know,
• 23:55
  recognize
• 23:56
  your
• 23:56
  time,
• 23:57
  have
• 23:57
  a
• 23:57
  latte
• 23:58
  on
• 23:58
  us.
• 23:58
  And
• 23:58
  it's,
• 23:58
  you
• 23:59
  know,
• 23:59
  it
• 24:00
  just
• 24:00
  depends
• 24:00
  on
• 24:00
  what
• 24:01
  it
• 24:01
  is.
• 24:01
  But
• 24:02
  just
• 24:02
  going
• 24:02
  back
• 24:03
  to
• 24:03
  it
• 24:04
  might
• 24:04
  be
• 24:04
  very
• 24:04
  long
• 24:05
  because
• 24:06
  it's
• 24:06
  the
• 24:06
  big
• 24:06
  survey
• 24:07
  that
• 24:07
  you
• 24:07
  do
• 24:07
  once
• 24:08
  a
• 24:08
  year,
• 24:08
  set
• 24:09
  the
• 24:09
  expectation,
• 24:10
  think
• 24:10
  about
• 24:10
  what
• 24:11
  you
• 24:11
  can
• 24:11
  give
• 24:11
  in
• 24:11
  return.
• 24:12
  But
• 24:12
  if
• 24:13
  it's
• 24:13
  just
• 24:13
  the
• 24:13
  touch
• 24:13
  point.
• 24:14
  Absolutely.
• 24:14
  Must,
• 24:15
  must,
• 24:15
  must,
• 24:15
  must.
• 24:16
  Keep
• 24:16
  it
• 24:16
  under
• 24:16
  10
• 24:17
  questions.
• 24:18
  And
• 24:18
  10
• 24:18
  is
• 24:19
  like
• 24:19
  @
• 24:19
  the
• 24:19
  very
• 24:20
  top.
• 24:20
  If
• 24:21
  you
• 24:21
  can
• 24:21
  do
• 24:21
  it
• 24:21
  in
• 24:21
  three
• 24:21
  or
• 24:22
  four
• 24:22
  questions,
• 24:23
  that's
• 24:24
  what
• 24:24
  you
• 24:24
  want.
• 24:25
  All
• 24:25
  right.
• 24:25
  Speaking
• 24:25
  of
• 24:26
  keeping
• 24:26
  it
• 24:27
  in
• 24:29
  time,
• 24:29
  I
• 24:29
  have
• 24:30
  time
• 24:30
  for
• 24:30
  two
• 24:30
  more
• 24:30
  questions.
• 24:31
  Sure.
• 24:32
  How
• 24:32
  should
• 24:32
  we
• 24:32
  best
• 24:33
  incorporate
• 24:34
  the
• 24:34
  open
• 24:34
  ended
• 24:34
  question?
• 24:35
  The
• 24:35
  text
• 24:35
  blocks,
• 24:36
  right.
• 24:36
  The
• 24:37
  questions
• 24:38
  that
• 24:38
  we
• 24:38
  want
• 24:39
  them
• 24:39
  to
• 24:39
  write
• 24:40
  out
• 24:40
  their
• 24:40
  answers.
• 24:42
  Do
• 24:42
  we
• 24:42
  find
• 24:42
  that
• 24:43
  people
• 24:43
  do
• 24:43
  that
• 24:45
  or
• 24:45
  is
• 24:46
  it
• 24:46
  only
• 24:46
  the
• 24:46
  negative
• 24:46
  responses?
• 24:47
  That
• 24:47
  people
• 24:47
  do
• 24:48
  that?
• 24:49
  No,
• 24:49
  people
• 24:49
  absolutely
• 24:50
  use
• 24:50
  that.
• 24:50
  They
• 24:51
  like
• 24:51
  that
• 24:51
  because
• 24:52
  now
• 24:52
  you're
• 24:52
  human.
• 24:53
  Like
• 24:54
  all
• 24:54
  of
• 24:54
  this
• 24:54
  thing
• 24:55
  about,
• 24:55
  like,
• 24:55
  how
• 24:55
  would
• 24:56
  you
• 24:56
  rate?
• 24:56
  The
• 24:57
  truth
• 24:57
  is
• 24:58
  no
• 24:59
  one
• 24:59
  thinks
• 24:59
  about
• 25:00
  you
• 25:00
  as,
• 25:00
  you
• 25:00
  know
• 25:01
  what
• 25:01
  you
• 25:01
  are
• 25:01
  3.5
• 25:03
  or
• 25:04
  you
• 25:04
  are
• 25:04
  a
• 25:05
  74.
• 25:06
  Like,
• 25:06
  that's
• 25:06
  really
• 25:07
  not
• 25:07
  how
• 25:07
  people
• 25:08
  think.
• 25:08
  How
• 25:08
  they
• 25:09
  think
• 25:09
  is,
• 25:10
  well,
• 25:10
  the
• 25:11
  product
• 25:11
  is
• 25:11
  fantastic.
• 25:13
  The
• 25:13
  service
• 25:13
  reps
• 25:14
  don't
• 25:14
  seem
• 25:14
  to
• 25:14
  know
• 25:14
  anything.
• 25:15
  The
• 25:16
  escalation
• 25:16
  process
• 25:17
  sucks.
• 25:17
  Like,
• 25:18
  that's
• 25:18
  how
• 25:18
  people
• 25:19
  really
• 25:19
  think.
• 25:20
  And
• 25:20
  so
• 25:20
  the
• 25:20
  more
• 25:21
  your
• 25:21
  survey
• 25:21
  reflects
• 25:22
  the
• 25:22
  human
• 25:22
  mind
• 25:23
  and
• 25:24
  that's
• 25:24
  the
• 25:24
  survey
• 25:24
  invite
• 25:25
  the
• 25:25
  survey
• 25:26
  itself,
• 25:26
  the
• 25:27
  better
• 25:27
  you
• 25:27
  are.
• 25:29
  I
• 25:29
  like
• 25:29
  one
• 25:29
  of
• 25:30
  the
• 25:30
  questions.
• 25:30
  Maybe
• 25:30
  this
• 25:31
  is
• 25:31
  a
• 25:31
  terrible
• 25:31
  question,
• 25:31
  but
• 25:31
  I
• 25:32
  like
• 25:32
  it
• 25:32
  when
• 25:32
  I'm
• 25:32
  answering
• 25:33
  a
• 25:33
  survey
• 25:34
  is,
• 25:34
  and
• 25:35
  this
• 25:35
  shows
• 25:35
  me
• 25:35
  that
• 25:36
  they
• 25:36
  really
• 25:36
  care
• 25:36
  and
• 25:37
  want
• 25:37
  to
• 25:38
  address
• 25:38
  issues
• 25:39
  is
• 25:39
  the
• 25:39
  question
• 25:40
  is,
• 25:40
  what
• 25:40
  would
• 25:40
  you
• 25:40
  change?
• 25:41
  Yeah,
• 25:42
  yeah.
• 25:43
  Because
• 25:43
  that
• 25:43
  shows
• 25:44
  me,
• 25:44
  okay,
• 25:44
  the
• 25:44
  company
• 25:45
  cares.
• 25:45
  They
• 25:45
  really
• 25:46
  want
• 25:46
  to
• 25:46
  know
• 25:46
  what,
• 25:47
  what
• 25:47
  I,
• 25:47
  how
• 25:48
  I
• 25:48
  feel
• 25:48
  about
• 25:48
  something
• 25:48
  rather
• 25:49
  than
• 25:49
  the
• 25:49
  other
• 25:49
  way.
• 25:50
  Right.
• 25:50
  You
• 25:50
  know?
• 25:51
  Right.
• 25:52
  Yeah.
• 25:52
  And
• 25:52
  so,
• 25:53
  and
• 25:53
  sometimes
• 25:53
  it's
• 25:54
  even
• 25:55
  helpful
• 25:55
  to
• 25:56
  like
• 25:56
  narrow
• 25:57
  it
• 25:57
  in.
• 25:57
  What
• 25:57
  are
• 25:58
  one
• 25:58
  or
• 25:58
  two
• 25:58
  things
• 25:58
  that
• 25:59
  you
• 25:59
  would
• 25:59
  change
• 25:59
  immediately
• 26:00
  about
• 26:01
  xyz,
• 26:02
  you
• 26:02
  know,
• 26:02
  because
• 26:03
  it's
• 26:03
  like,
• 26:03
  you
• 26:04
  know
• 26:04
  what?
• 26:04
  Everybody
• 26:04
  can
• 26:05
  think
• 26:05
  of
• 26:05
  that.
• 26:06
  Yeah.
• 26:07
  And
• 26:07
  every
• 26:08
  product
• 26:08
  I
• 26:08
  use,
• 26:08
  I
• 26:09
  find
• 26:09
  something
• 26:09
  I
• 26:09
  would
• 26:10
  change.
• 26:10
  Yeah,
• 26:11
  yeah,
• 26:11
  yeah.
• 26:12
  And
• 26:12
  it's
• 26:12
  what
• 26:12
  I
• 26:12
  like
• 26:13
  about
• 26:13
  it.
• 26:13
  It's
• 26:13
  neutral.
• 26:14
  If
• 26:14
  you
• 26:14
  add
• 26:14
  in
• 26:15
  like
• 26:15
  one
• 26:15
  or
• 26:15
  two
• 26:15
  things
• 26:15
  that,
• 26:16
  you
• 26:16
  know,
• 26:16
  people,
• 26:18
  again,
• 26:18
  it
• 26:18
  narrows
• 26:19
  the
• 26:19
  mind.
• 26:20
  So
• 26:20
  what
• 26:20
  would
• 26:20
  you
• 26:20
  change?
• 26:21
  Sometimes
• 26:21
  that
• 26:21
  seems
• 26:21
  too,
• 26:22
  oh,
• 26:22
  there's
• 26:22
  too
• 26:22
  many
• 26:23
  things
• 26:23
  I
• 26:23
  change.
• 26:24
  You
• 26:24
  know,
• 26:24
  what
• 26:25
  are
• 26:25
  the,
• 26:25
  you
• 26:25
  know,
• 26:26
  and
• 26:26
  immediately
• 26:27
  I
• 26:27
  like
• 26:27
  that
• 26:28
  too.
• 26:28
  So
• 26:28
  anything
• 26:29
  you
• 26:29
  can
• 26:29
  Narrow
• 26:29
  in
• 26:30
  I
• 26:30
  think
• 26:30
  is
• 26:30
  really
• 26:31
  good.
• 26:31
  I
• 26:31
  think
• 26:32
  logic
• 26:32
  gating
• 26:32
  off
• 26:33
  of
• 26:33
  if
• 26:33
  you
• 26:33
  do
• 26:33
  a
• 26:34
  rating
• 26:34
  say
• 26:34
  on
• 26:34
  a
• 26:34
  0
• 26:35
  to
• 26:35
  10
• 26:35
  scale,
• 26:36
  logic
• 26:36
  gating
• 26:37
  off
• 26:37
  of
• 26:38
  if
• 26:38
  it
• 26:38
  was
• 26:39
  say,
• 26:39
  you
• 26:40
  know,
• 26:40
  detractor
• 26:41
  kind
• 26:41
  of
• 26:41
  response,
• 26:42
  zero
• 26:42
  to
• 26:42
  six,
• 26:43
  you
• 26:44
  know,
• 26:44
  really
• 26:44
  tell
• 26:44
  us
• 26:45
  more.
• 26:45
  We're
• 26:45
  really
• 26:45
  interested
• 26:46
  in
• 26:46
  everything
• 26:47
  that's
• 26:47
  going
• 26:48
  on
• 26:48
  with
• 26:48
  blah
• 26:49
  blah,
• 26:49
  you
• 26:49
  know,
• 26:49
  really
• 26:49
  make
• 26:50
  it
• 26:50
  extremely
• 26:52
  reflective
• 26:53
  of
• 26:53
  the
• 26:53
  fact
• 26:53
  that
• 26:53
  they
• 26:54
  are
• 26:54
  dissatisfied
• 26:55
  with
• 26:55
  you.
• 26:56
  On
• 26:56
  the
• 26:56
  other
• 26:56
  hand,
• 26:57
  if
• 26:57
  they're
• 26:57
  giving
• 26:57
  you
• 26:57
  a
• 26:57
  9
• 26:57
  or
• 26:58
  10
• 26:58
  on
• 26:58
  that
• 26:58
  scale,
• 26:59
  so
• 26:59
  they're
• 26:59
  mostly
• 27:00
  very
• 27:00
  satisfied
• 27:01
  now,
• 27:01
  I
• 27:02
  think
• 27:02
  it's
• 27:02
  really
• 27:02
  helpful
• 27:03
  to
• 27:03
  say,
• 27:04
  you
• 27:04
  know,
• 27:04
  thank
• 27:04
  you.
• 27:04
  That's,
• 27:05
  that's
• 27:05
  a
• 27:05
  great
• 27:06
  response.
• 27:06
  You
• 27:06
  know,
• 27:06
  that's
• 27:07
  great
• 27:07
  rating.
• 27:08
  However,
• 27:09
  what
• 27:09
  are
• 27:09
  one
• 27:09
  or
• 27:10
  two
• 27:10
  things
• 27:10
  that
• 27:10
  you
• 27:10
  would
• 27:10
  change?
• 27:11
  You
• 27:12
  know,
• 27:12
  we're
• 27:12
  always
• 27:12
  looking
• 27:13
  to
• 27:13
  improve
• 27:13
  what
• 27:13
  are
• 27:13
  one
• 27:14
  or
• 27:14
  two
• 27:14
  things
• 27:14
  that
• 27:14
  you
• 27:14
  would
• 27:14
  change?
• 27:15
  So
• 27:16
  you
• 27:16
  know,
• 27:17
  making
• 27:17
  that
• 27:17
  open
• 27:17
  end
• 27:19
  a
• 27:19
  natural
• 27:20
  follow
• 27:20
  up
• 27:21
  to
• 27:21
  a
• 27:21
  rating
• 27:21
  question
• 27:22
  I
• 27:22
  think
• 27:22
  is
• 27:22
  really
• 27:23
  important.
• 27:24
  The
• 27:24
  surveys
• 27:25
  I
• 27:25
  take
• 27:26
  in
• 27:26
  general
• 27:26
  in
• 27:27
  a
• 27:27
  year,
• 27:28
  the
• 27:28
  best
• 27:28
  ones
• 27:28
  I've
• 27:29
  seen
• 27:29
  are
• 27:29
  from
• 27:29
  cruise
• 27:30
  companies
• 27:31
  and
• 27:31
  why?
• 27:32
  Just
• 27:32
  because
• 27:33
  they
• 27:33
  seem
• 27:33
  to
• 27:33
  have
• 27:33
  it
• 27:34
  down
• 27:34
  and
• 27:35
  they,
• 27:35
  and
• 27:35
  I
• 27:35
  have
• 27:35
  gotten
• 27:36
  responses
• 27:37
  from,
• 27:37
  from
• 27:38
  them
• 27:38
  when
• 27:38
  it's
• 27:38
  been
• 27:39
  negative
• 27:39
  especially,
• 27:41
  but
• 27:41
  they
• 27:41
  just
• 27:41
  seem
• 27:42
  to
• 27:42
  have
• 27:42
  the
• 27:42
  follow
• 27:42
  up
• 27:42
  questions
• 27:43
  down.
• 27:43
  They
• 27:43
  have,
• 27:44
  you
• 27:44
  know,
• 27:44
  they
• 27:44
  just
• 27:45
  seem
• 27:45
  to
• 27:45
  have
• 27:45
  it
• 27:46
  down
• 27:46
  and
• 27:46
  they
• 27:46
  should.
• 27:46
  How
• 27:47
  many
• 27:47
  millions
• 27:47
  of
• 27:47
  people
• 27:47
  take
• 27:48
  cruises
• 27:48
  every
• 27:48
  year?
• 27:48
  Right.
• 27:49
  Sure.
• 27:49
  Yeah.
• 27:50
  So
• 27:51
  last
• 27:51
  question.
• 27:51
  Sure.
• 27:52
  Survey
• 27:52
  is
• 27:53
  done.
• 27:54
  Now
• 27:54
  what?
• 27:56
  Well
• 27:58
  do
• 27:58
  the
• 27:58
  analysis
• 27:59
  take
• 27:59
  action?
• 28:00
  And
• 28:01
  it's
• 28:01
  really
• 28:01
  about
• 28:04
  with
• 28:04
  our
• 28:04
  clients.
• 28:05
  It's
• 28:05
  meeting
• 28:05
  in
• 28:05
  small
• 28:06
  teams.
• 28:09
  It's
• 28:09
  meeting
• 28:10
  with
• 28:10
  the
• 28:10
  repair.
• 28:11
  Here's
• 28:11
  what
• 28:11
  we
• 28:11
  found
• 28:11
  out
• 28:12
  because
• 28:13
  here's
• 28:13
  what
• 28:13
  repairs
• 28:14
  doesn't
• 28:14
  really
• 28:14
  care
• 28:15
  about
• 28:15
  product
• 28:16
  engineering.
• 28:17
  They
• 28:18
  don't
• 28:18
  care.
• 28:19
  So
• 28:19
  break
• 28:19
  it
• 28:19
  down
• 28:20
  to
• 28:20
  hear
• 28:20
  specifically
• 28:21
  what
• 28:21
  we
• 28:21
  found
• 28:22
  out
• 28:22
  about
• 28:23
  repairs
• 28:23
  department.
• 28:23
  Forget
• 28:24
  the
• 28:24
  whole
• 28:24
  rest
• 28:24
  of
• 28:25
  it.
• 28:25
  Let's,
• 28:26
  let's
• 28:26
  workshop
• 28:26
  this.
• 28:27
  Why
• 28:27
  is,
• 28:28
  you
• 28:28
  know,
• 28:29
  here's
• 28:29
  what,
• 28:29
  what
• 28:29
  customers
• 28:30
  are
• 28:30
  saying
• 28:30
  with
• 28:31
  regard
• 28:31
  to,
• 28:32
  you
• 28:32
  know,
• 28:32
  why
• 28:32
  they
• 28:32
  gave
• 28:33
  it
• 28:33
  an
• 28:33
  8
• 28:33
  out
• 28:33
  of
• 28:33
  10
• 28:34
  and
• 28:34
  not
• 28:34
  a
• 28:34
  10
• 28:34
  out
• 28:34
  of
• 28:35
  10.
• 28:36
  What
• 28:36
  can
• 28:36
  we
• 28:36
  do
• 28:37
  this
• 28:37
  quarter
• 28:37
  and
• 28:37
  this
• 28:38
  year
• 28:38
  to,
• 28:39
  to
• 28:40
  you
• 28:40
  know,
• 28:40
  hockey
• 28:41
  stick
• 28:41
  up
• 28:41
  that,
• 28:42
  that
• 28:42
  metric.
• 28:43
  So
• 28:43
  I
• 28:44
  think
• 28:44
  the
• 28:44
  smaller,
• 28:45
  the
• 28:45
  more
• 28:46
  focused
• 28:46
  the
• 28:46
  teams,
• 28:47
  the
• 28:48
  better
• 28:48
  the
• 28:49
  actionability.
• 28:51
  I
• 28:51
  think
• 28:51
  the
• 28:51
  two,
• 28:52
  the
• 28:52
  smaller
• 28:52
  the
• 28:52
  company
• 28:53
  egos
• 28:54
  tend
• 28:54
  to
• 28:54
  get
• 28:54
  in
• 28:55
  the
• 28:55
  way.
• 28:55
  So
• 28:56
  even
• 28:56
  if
• 28:56
  you
• 28:56
  get,
• 28:57
  if
• 28:57
  you
• 28:57
  get
• 28:57
  an
• 28:57
  answer
• 28:57
  that
• 28:58
  you
• 28:58
  don't
• 28:58
  like,
• 28:58
  you
• 28:59
  tend
• 28:59
  to
• 28:59
  want
• 28:59
  to,
• 29:00
  you
• 29:00
  know,
• 29:01
  excuse
• 29:01
  it
• 29:02
  away
• 29:03
  because
• 29:03
  you're
• 29:04
  kind
• 29:04
  of,
• 29:04
  your
• 29:04
  ego's
• 29:05
  kind
• 29:05
  of
• 29:05
  in
• 29:05
  the
• 29:05
  way.
• 29:05
  I
• 29:06
  think
• 29:06
  that's
• 29:06
  hard.
• 29:06
  It's
• 29:07
  hard
• 29:07
  for
• 29:07
  people
• 29:07
  to
• 29:08
  put
• 29:08
  that
• 29:08
  aside
• 29:08
  and
• 29:09
  we're
• 29:09
  just
• 29:09
  human.
• 29:10
  You
• 29:10
  know.
• 29:10
  Right,
• 29:11
  right,
• 29:11
  right.
• 29:12
  But
• 29:12
  we
• 29:12
  have
• 29:13
  to,
• 29:13
  I
• 29:13
  mean.
• 29:15
  Right.
• 29:15
  Well,
• 29:15
  it
• 29:15
  depends
• 29:16
  what,
• 29:16
  you
• 29:16
  know,
• 29:17
  if
• 29:17
  you
• 29:17
  have
• 29:17
  a
• 29:17
  growth
• 29:17
  mindset
• 29:18
  or
• 29:18
  not.
• 29:19
  You
• 29:19
  know,
• 29:20
  actually,
• 29:20
  you
• 29:20
  don't.
• 29:21
  Like,
• 29:21
  you
• 29:21
  could
• 29:21
  just,
• 29:22
  you
• 29:22
  could
• 29:22
  just
• 29:22
  say,
• 29:23
  hey,
• 29:24
  that
• 29:24
  customer,
• 29:25
  they're
• 29:25
  always
• 29:25
  asking
• 29:26
  for
• 29:26
  too
• 29:26
  much.
• 29:27
  They're
• 29:27
  just
• 29:27
  the
• 29:28
  pain.
• 29:28
  You
• 29:29
  could
• 29:29
  look
• 29:29
  at
• 29:29
  it
• 29:29
  that
• 29:30
  way
• 29:30
  or
• 29:31
  you
• 29:31
  could
• 29:31
  say,
• 29:32
  wow,
• 29:32
  they
• 29:32
  took
• 29:33
  the
• 29:33
  time
• 29:33
  to
• 29:33
  tell
• 29:34
  us,
• 29:34
  is
• 29:34
  it
• 29:34
  possible
• 29:35
  that
• 29:35
  we
• 29:35
  have
• 29:36
  six
• 29:36
  other
• 29:36
  company,
• 29:37
  six
• 29:37
  other
• 29:38
  customer
• 29:38
  companies
• 29:39
  that
• 29:39
  feel
• 29:39
  the
• 29:39
  same
• 29:39
  way?
• 29:40
  Is
• 29:40
  it
• 29:40
  possible
• 29:41
  that's
• 29:41
  the,
• 29:41
  that
• 29:42
  growth
• 29:42
  mindset?
• 29:44
  And
• 29:44
  if
• 29:44
  that's
• 29:45
  true,
• 29:46
  maybe,
• 29:46
  maybe
• 29:47
  we're
• 29:47
  being
• 29:47
  held
• 29:48
  back.
• 29:50
  What's
• 29:50
  the
• 29:50
  expression,
• 29:51
  you
• 29:51
  know,
• 29:51
  hoisting
• 29:52
  ourselves
• 29:52
  and
• 29:52
  our
• 29:52
  petard,
• 29:53
  you
• 29:53
  know,
• 29:53
  like
• 29:53
  we're,
• 29:55
  we're
• 29:55
  holding
• 29:55
  ourselves
• 29:56
  back.
• 29:57
  And
• 29:58
  so,
• 29:59
  you
• 30:00
  know,
• 30:00
  how
• 30:00
  much
• 30:00
  do
• 30:00
  you
• 30:00
  want
• 30:01
  to
• 30:01
  grow?
• 30:01
  I
• 30:02
  think
• 30:02
  that's
• 30:02
  all,
• 30:02
  you
• 30:03
  know,
• 30:03
  isn't
• 30:03
  that
• 30:03
  always
• 30:03
  the
• 30:04
  question
• 30:04
  in
• 30:04
  business?
• 30:04
  Like,
• 30:05
  how
• 30:05
  much
• 30:05
  do
• 30:06
  you
• 30:06
  want
• 30:06
  to
• 30:06
  grow?
• 30:07
  How
• 30:07
  prepared
• 30:07
  are
• 30:08
  you
• 30:08
  to
• 30:08
  grow?
• 30:09
  And
• 30:09
  you
• 30:10
  might
• 30:10
  be,
• 30:10
  you
• 30:10
  know,
• 30:11
  the
• 30:11
  fact
• 30:11
  is
• 30:12
  we're
• 30:12
  good.
• 30:13
  You
• 30:13
  know,
• 30:13
  we're
• 30:14
  doing
• 30:14
  as
• 30:14
  much
• 30:14
  business.
• 30:14
  As
• 30:14
  we
• 30:15
  want
• 30:15
  to
• 30:15
  or
• 30:15
  can
• 30:15
  handle.
• 30:16
  Yeah,
• 30:16
  yeah,
• 30:17
  we're
• 30:17
  in
• 30:17
  a
• 30:17
  good
• 30:17
  place.
• 30:17
  And
• 30:18
  in
• 30:18
  that
• 30:18
  case,
• 30:19
  maybe
• 30:19
  you
• 30:20
  shouldn't.
• 30:20
  Why
• 30:20
  do
• 30:21
  a
• 30:21
  survey
• 30:21
  like,
• 30:21
  well,
• 30:22
  you
• 30:22
  know,
• 30:22
  why?
• 30:23
  Why?
• 30:25
  Because
• 30:25
  again,
• 30:25
  your
• 30:26
  custom.
• 30:26
  I
• 30:26
  always
• 30:26
  come
• 30:26
  back
• 30:27
  to
• 30:27
  your
• 30:27
  customers.
• 30:27
  Time
• 30:27
  is
• 30:28
  valuable.
• 30:29
  Just,
• 30:29
  you
• 30:30
  know,
• 30:30
  hang
• 30:30
  on
• 30:30
  to
• 30:30
  the,
• 30:31
  the
• 30:31
  clientele
• 30:31
  that
• 30:31
  you
• 30:32
  have.
• 30:32
  But
• 30:33
  if
• 30:33
  you're
• 30:33
  in
• 30:33
  the
• 30:34
  results
• 30:34
  you
• 30:34
  want
• 30:34
  anyway.
• 30:35
  Yeah,
• 30:35
  yeah,
• 30:35
  yeah.
• 30:36
  But
• 30:36
  if
• 30:36
  you're
• 30:36
  in
• 30:37
  a
• 30:37
  growth
• 30:37
  mode,
• 30:37
  then,
• 30:39
  then
• 30:39
  customer
• 30:40
  feedback
• 30:40
  is
• 30:42
  again,
• 30:42
  not
• 30:43
  just
• 30:43
  valuable,
• 30:44
  it's
• 30:44
  invaluable.
• 30:46
  On
• 30:46
  that
• 30:46
  note,
• 30:47
  if
• 30:47
  they
• 30:47
  were
• 30:48
  going
• 30:48
  to
• 30:48
  hire
• 30:48
  somebody
• 30:48
  to
• 30:49
  help
• 30:49
  them,
• 30:49
  which.
• 30:50
  One
• 30:50
  of
• 30:50
  the
• 30:50
  problems
• 30:51
  with
• 30:51
  small
• 30:52
  manufacturers
• 30:52
  or
• 30:53
  retailers
• 30:53
  is
• 30:54
  time.
• 30:54
  Time's
• 30:55
  your
• 30:55
  biggest
• 30:55
  enemy.
• 30:55
  It's
• 30:55
  always
• 30:56
  the
• 30:56
  biggest
• 30:56
  enemy
• 30:57
  in
• 30:57
  business,
• 30:58
  especially
• 30:58
  for
• 30:58
  an
• 30:58
  entrepreneur.
• 30:59
  So
• 31:00
  they
• 31:00
  hire
• 31:00
  somebody
• 31:00
  like
• 31:01
  you.
• 31:01
  How
• 31:01
  do
• 31:01
  they
• 31:01
  do
• 31:01
  that?
• 31:01
  Where
• 31:02
  do
• 31:02
  they
• 31:02
  go?
• 31:03
  They
• 31:03
  could
• 31:04
  Google
• 31:04
  on
• 31:05
  interaction.
• 31:06
  Like
• 31:06
  we're
• 31:06
  having
• 31:07
  an
• 31:07
  interaction
• 31:07
  metrics
• 31:08
  like
• 31:08
  the
• 31:08
  number
• 31:08
  M
• 31:08
  E
• 31:09
  T
• 31:09
  R
• 31:09
  I
• 31:09
  C
• 31:09
  s.
• 31:09
  And
• 31:10
  we'll
• 31:10
  obviously
• 31:10
  come
• 31:11
  to
• 31:11
  the
• 31:11
  top,
• 31:12
  go
• 31:12
  to
• 31:12
  our
• 31:13
  website.
• 31:13
  There's
• 31:13
  contact
• 31:14
  forms.
• 31:14
  So.
• 31:14
  And
• 31:15
  we
• 31:15
  have
• 31:15
  a
• 31:16
  guide
• 31:16
  on
• 31:16
  five
• 31:17
  survey
• 31:17
  mistakes.
• 31:17
  You
• 31:18
  can
• 31:18
  get
• 31:18
  that
• 31:18
  for
• 31:19
  free.
• 31:20
  And
• 31:20
  other
• 31:21
  kinds
• 31:21
  of
• 31:21
  resources,
• 31:22
  a
• 31:22
  survey
• 31:22
  sampling
• 31:23
  calculator.
• 31:24
  So
• 31:25
  that's
• 31:25
  one
• 31:26
  way
• 31:26
  is
• 31:26
  just
• 31:26
  go
• 31:26
  to
• 31:27
  our
• 31:27
  website
• 31:27
  and
• 31:27
  the
• 31:27
  other
• 31:28
  is
• 31:28
  LinkedIn.
• 31:30
  And
• 31:30
  so
• 31:30
  it's
• 31:31
  Martha,
• 31:31
  Brooke,
• 31:32
  B
• 31:32
  R
• 31:32
  O
• 31:32
  O
• 31:32
  K
• 31:32
  E.
• 31:33
  And
• 31:33
  just
• 31:34
  you
• 31:35
  can
• 31:35
  look
• 31:35
  me
• 31:35
  up
• 31:35
  directly
• 31:36
  on
• 31:36
  LinkedIn
• 31:36
  and
• 31:38
  I'll
• 31:39
  probably
• 31:40
  get
• 31:40
  back
• 31:40
  to
• 31:40
  you
• 31:40
  directly
• 31:41
  and
• 31:41
  answer
• 31:41
  your
• 31:41
  question,
• 31:42
  tell
• 31:42
  you
• 31:42
  more,
• 31:43
  send
• 31:43
  you
• 31:43
  resources,
• 31:44
  whatever
• 31:44
  you
• 31:45
  might
• 31:45
  like.
• 31:45
  And
• 31:45
  I
• 31:46
  noticed
• 31:46
  your
• 31:46
  list
• 31:47
  of
• 31:47
  companies
• 31:47
  you've
• 31:48
  worked
• 31:48
  with
• 31:48
  is
• 31:48
  quite
• 31:48
  extensive
• 31:49
  and
• 31:49
  quite
• 31:49
  large.
• 31:50
  And
• 31:51
  you
• 31:51
  have
• 31:51
  some
• 31:51
  on
• 31:51
  there
• 31:52
  that,
• 31:52
  that
• 31:53
  are
• 31:53
  in
• 31:53
  our
• 31:54
  industry
• 31:54
  too.
• 31:54
  So,
• 31:56
  so
• 31:56
  appreciate
• 31:57
  you
• 31:57
  being
• 31:57
  here,
• 31:57
  Martha,
• 31:58
  and
• 31:58
  answering
• 31:58
  these
• 31:58
  questions.
• 31:59
  It
• 31:59
  is,
• 31:59
  you
• 32:00
  know,
• 32:00
  it's
• 32:00
  something
• 32:00
  that
• 32:01
  we,
• 32:02
  you
• 32:02
  know,
• 32:02
  we
• 32:02
  all
• 32:02
  know
• 32:02
  we
• 32:02
  should
• 32:03
  be
• 32:03
  doing.
• 32:04
  We
• 32:04
  do.
• 32:04
  We
• 32:05
  know
• 32:05
  we're
• 32:05
  doing
• 32:05
  it.
• 32:05
  Well,
• 32:06
  until
• 32:06
  we
• 32:07
  get
• 32:07
  advice
• 32:08
  from
• 32:08
  an
• 32:08
  expert,
• 32:09
  we
• 32:09
  don't
• 32:09
  know.
• 32:09
  Right.
• 32:10
  You
• 32:10
  don't
• 32:10
  know
• 32:10
  whether
• 32:10
  you've
• 32:11
  done
• 32:11
  it
• 32:11
  the
• 32:11
  best
• 32:11
  you
• 32:11
  can.
• 32:12
  It's
• 32:12
  like
• 32:12
  anything
• 32:12
  else
• 32:13
  in
• 32:13
  business.
• 32:13
  Right?
• 32:13
  Yeah.
• 32:14
  So,
• 32:14
  yeah.
• 32:15
  Well,
• 32:15
  thank
• 32:15
  you,
• 32:16
  Martha.
• 32:16
  Appreciate
• 32:17
  it.
• 32:17
  It
• 32:17
  is
• 32:17
  interaction
• 32:18
  metrics.com
• 32:20
  I
• 32:20
  will
• 32:21
  be
• 32:21
  back
• 32:21
  again
• 32:22
  next
• 32:22
  week
• 32:22
  with
• 32:22
  another
• 32:23
  episode
• 32:23
  of
• 32:23
  the
• 32:23
  Retail
• 32:24
  Roundup
• 32:25
  and
• 32:25
  then
• 32:26
  we're
• 32:26
  off.
• 32:26
  We're
• 32:26
  going
• 32:26
  to
• 32:27
  let
• 32:27
  you
• 32:27
  guys
• 32:27
  do
• 32:27
  your
• 32:27
  Christmas
• 32:28
  thing
• 32:28
  because
• 32:28
  you're
• 32:29
  not
• 32:29
  going
• 32:29
  to
• 32:29
  be
• 32:29
  listening
• 32:29
  to
• 32:29
  me
• 32:30
  over
• 32:30
  the.
• 32:31
  Once
• 32:31
  we
• 32:31
  get
• 32:31
  to
• 32:31
  Thanksgiving
• 32:32
  week,
• 32:32
  you
• 32:32
  guys
• 32:32
  are
• 32:32
  going
• 32:32
  to
• 32:33
  be
• 32:33
  slammed.
• 32:33
  So
• 32:34
  good
• 32:34
  luck
• 32:35
  in
• 32:35
  your
• 32:35
  holiday
• 32:36
  sales
• 32:37
  and
• 32:37
  don't
• 32:38
  forget
• 32:38
  to
• 32:39
  make
• 32:39
  all
• 32:39
  your
• 32:39
  reservations
• 32:40
  and
• 32:40
  do
• 32:40
  everything
• 32:40
  you
• 32:41
  need
• 32:41
  to
• 32:41
  do
• 32:41
  to
• 32:41
  get
• 32:41
  to
• 32:41
  Dallas
• 32:43
  in
• 32:43
  January.
• 32:44
  It's
• 32:44
  for
• 32:44
  the
• 32:45
  WESA
• 32:45
  trade
• 32:45
  show.
• 32:46
  Go
• 32:46
  to
• 32:46
  wesatradeshow.com
• 32:47
  for
• 32:48
  all
• 32:48
  the
• 32:48
  details.
• 32:49
  Make
• 32:49
  your
• 32:49
  hotel
• 32:50
  reservations,
• 32:50
  get
• 32:50
  your
• 32:51
  flights
• 32:51
  booked,
• 32:51
  whatever
• 32:52
  you
• 32:52
  need
• 32:52
  to
• 32:52
  do
• 32:53
  to
• 32:53
  get
• 32:53
  there.
• 32:53
  And
• 32:54
  I
• 32:54
  will
• 32:54
  be
• 32:54
  there
• 32:55
  as
• 32:55
  well
• 32:55
  as,
• 32:55
  as
• 32:56
  well
• 32:56
  as
• 32:56
  many
• 32:56
  of
• 32:56
  the
• 32:56
  guests
• 32:57
  have
• 32:57
  had
• 32:57
  on
• 32:57
  recently
• 32:57
  are
• 32:58
  going
• 32:58
  to
• 32:58
  be
• 32:58
  there.
• 32:59
  And
• 32:59
  thank
• 33:00
  you
• 33:00
  again
• 33:00
  to
• 33:00
  Sophia
• 33:01
  and
• 33:01
  the
• 33:01
  gang
• 33:02
  over
• 33:02
  at
• 33:02
  WESA
• 33:03
  for
• 33:03
  putting
• 33:03
  this
• 33:03
  all
• 33:03
  together.
• 33:04
  We
• 33:04
  appreciate
• 33:05
  that
• 33:05
  as
• 33:05
  well.
• 33:06
  Martha,
• 33:07
  you
• 33:07
  have
• 33:07
  a
• 33:07
  great
• 33:07
  holiday.
• 33:08
  Yeah,
• 33:08
  you
• 33:09
  too,
• 33:09
  Glenn.
• 33:09
  Thank
• 33:09
  you
• 33:10
  so
• 33:10
  much.
• 33:10
  Loved
• 33:10
  it.