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1、·窗体顶端窗体底端ReprintsThiscopyisforyourpersonal,noncommercialuseonly.Youcanorderpresentation-readycopiesfordistributiontoyourcolleagues,clientsorcustomershereorusethe"Reprints"toolthatappearsnexttoanyarticle.Visitwww.nytreprints.comforsamplesandadditionalinformation.O
2、rderareprintofthisarticlenow.March16,2012WhenBusinessesCan’tStopAsking,‘HowAmIDoing?’ByWILLIAMGRIMESAcommercialtransaction,initssimplestform,involvesacustomerpayingforgoodsorservices.Butthesedays,thatisjustthefirststep.Businesseswantyouropinionofthem,too,andtheir
3、requestsforfeedback,likerelentlesstugsonthesleeve,nowseemtocomewitheverypurchase,everycalltoacustomerservicedepartmentandeveryclickofamousethatisfollowedwithapop-upadpleadingwithuserstotakeasurveyaboutthe“Websiteexperience.”Onthetelephone,inthemail,ontheircompute
4、rs,smartphonesandiPads,Americanconsumersarebeingsolicitedasneverbeforetoexpresstheirfeelingsaboutcoffeemakers,handcreams,triple-bypassoperations,veterinarians,drycleanersandinsuranceagents.OnereasonisthatsoftwarecompanieslikeSurveyGizmoandQuestionProhavemadeitpos
5、sibleforsmallcompaniestocreatecustomersurveysatafractionofthecostoftraditionalsurveysdonebyestablishedresearchcompanies.Businessesofallsizes,desperatetolockincustomerloyalty,seesurveysasawindowintotheemotionalworldoftheircustomersandadatabasethatwillofferguidance
6、onhowtopleasethem.“It’slikethegoldrushnow,”saidJonathanD.Barsky,afounderofMarketMetrix,whichdevelopssystemsformeasuringcustomersatisfactioninthehospitalityindustry.“AnyonewhocancraftacustomersurveyandthrowitontheInternetisdoingit.”Thereisnowaytodetermineexactlyho
7、wmanyconsumersatisfactionsurveysarecompletedeachyear,butMindshareTechnologies,asmallcompanythatconductsandanalyzeson-the-spotelectronicsurveys,saysitcompletes175,000surveyseveryday,ormorethan60millionannually.Foresee,anoffshootoftheAmericanCustomerSatisfactionInd
8、exinAnnArbor,Mich.,acompanythatmeasuresconsumersentimentaboutbusinessandgovernment,saysitcollected15millionsurveysin2011.Consumerpatiencemaybefrayingundertheon
