5 Tips for Creating Effective Customer Experience Surveys



Delivering high-quality customer service is vital to your company’s bottom line. Statistics show that 67 percent of consumers switch brands because of unsatisfactory customer experience. Combined with another report that says attracting a new customer is six to seven times more expensive than keeping one, increasing customer satisfaction should be a top priority. Luckily, customer experience surveys are a cost-effective solution for figuring out how to increase customer satisfaction. Creating a good survey, though, does take some effort. These five tips will help you get started.

  1. Understand what you’re trying to measure

Each survey should have a specific learning goal in mind, and the questions you create should be tailored to fit that goal. When companies aren’t sure what they’re trying to learn, there’s a tendency to jam-pack a survey with an assortment of questions. When customers aren’t sure what you’re asking or how questions relate to each other, they can get confused and skew your results.

  1. Use emotive rating fields

The standard “poor” to “excellent” ratings system is robotic and stiff, not the friendly, quality service you want to be known for. Try expectations-based ratings instead. “Hated it” to “loved it”, for example. It’s unexpected and makes the survey experience more interesting.

  1. Don’t be afraid to ask yes/no questions

It’s tempting to ask open-ended questions. Detailed feedback can be really helpful, but that data’s much more difficult to sort and troubleshoot. Starting out, a quick consensus can be enough to get you moving in the right direction. As your customer experience efforts evolve, more freeform responses could be helpful to steer you towards more advanced and microscopic adjustments.

  1. Identify your promoters

Net Promoter Score (NPS) can be a powerful measurement of brand loyalty. “Would you recommend our products and services to a friend or family member?” breaks your customers into three different categories: detractors, neutrals, and promoters. Promoters are brand loyalists who are bringing new customers to you. Knowing what makes them happy can help you recreate those same experiences for your other customers.

  1. Keep the survey short

Customers are willing to give you feedback if the survey is succinct and convenient. Long customer experience surveys are more likely to be ignored or only partially filled out, and complex questions can confuse or frustrate customers. Instead, strive to appease and delight customers even during something as innocuous/everyday as a survey. The simpler and more standardized the response, the more convenient the survey is to the customer.

Customer experience surveys are an effective way of gathering meaningful customer feedback. However, they need to be designed in a way that doesn’t inconvenience your customers while also getting you the information you need to make crucial customer service decisions. It’s a delicate but achievable balance that’s well worth the effort of executing properly.


Featured Image: Shutterstock/Brian A. Jackson

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