It's tempting to over complicate the things that are important to you. This means that when we sit down with clients to design a satisfaction survey (important to us) to measure the feelings of their customers (important to them) there's often more pressure to add than to subtract.
This comes from a laudable desire to understand customers in great detail, but risks alienating customers with the very tool that is supposed to be getting to the bottom of their feelings.
That's why we go on and on about the importance of exploratory research. A customer survey must be based on questions which are relevant to customers, and reflect the things which they're thinking about when they make their judgements about you. Frequently these things are painted with a broad brush, but that's how customer attitudes work. No matter how much we would like them to be precise and actionable, customer attitudes will always be impressionist rather than photorealistic.
The zen art of customer surveys is to accept this occasional imprecision as the price for an accurate measure, and to find ways round it from the point of view of actionability. Our main weapon here is collecting verbatim comments to illustrate the individual stories behind each low score. This balances the broad-brush measurement, that reflects the way customers see the world, with the precision and actionability an organisation needs to improve. Over-complicating the list of requirements to be scored only frustrates the customer and spreads a single impression across five apparently different areas.