FEATURE1 May 2019

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When businesses carry out ‘voice of the customer’ programmes, the questions they ask must be carefully considered. It’s not about getting the answers a business wants, it’s about getting the answers it needs. By Tim Phillips.

When Rosemary Hadden, head of research and insight, joined npower six years ago, the company propped up the Which? annual survey of customer satisfaction for utility companies. “We were bottom of the pack – and by quite some way, ...