Customer survey is a method of capturing customer satisfaction as well as consumer feedback. Through this medium, customers share their opinions and suggestions with the company. So it is an excellent way for organizations to better understand their customers' problems. Instead of relying on their own perceptions, it gives a concrete sense of how the company and its products and services are actually performing. Customer surveys help in improving business. This happens when companies act on the feedback they gain from customer surveys. The information can be used to enhance the customers’ experience, which in turn increases customer satisfaction. This also increases the profits of the concerned company. Customer surveys provide very important data therefore it is a very important domain in marketing. On the other hand it also helps in the self assessment of a company. So it is no surprise that with the advent of customer survey companies and social media, many businesses are increasingly reaching out to their customers to find out what they're doing well, and what needs to be improved. It's an honest approach to getting better, and not taking advantage might be a wasted opportunity.  

Things to remember while creating a customer survey

Writing and administering customer surveys is not a child's play. It needs a lot of planning and hard work to benefit from the data collected from these surveys. While the concerned authorities should evade some mistakes, they should also remember some things while creating a customer survey. They should -

Set a Goal

First and foremost, the authorities should know the aim of conducting the customer survey. It can be anywhere between capturing customer reaction to a new product, customer feedback, customer effort etc. A company can also formulate a survey in such a way that a single survey captures several indices. But it should also keep in mind that making a survey too complicated deters the respondents from filling it honestly or filling it at all.

Select a Mode of Data Collection

Mode of data collection can have an impact on the quality and quantity of the data collected.  The administrator of the survey will also have to decide the medium according the need of the company. For instance, Net Promoter Score can be easily collected by sending it via an e-mail. But an interview needs time and space so administrators prefer it on phone call or when the respondent is physically present with them. The management should decide beforehand if they want to send questionnaires or conduct interview to collect data.

Clear and Unambiguous wording

The respondents are a busy lot of people. If the wording of the questions asked confuses them then they will not sit down to decrypt it. They may simply leave the question or the whole survey. Any of the two options are not viable for the company. Therefore, to avoid the loss of time and money, the survey setters should make the questions in such a way that it is simple and easy to understand.

Prompting answers in questions

While writing the questions, the concerned authorities must keep a neutral tone. Under any circumstances they must not push the respondent to give a targeted response. Neither must they prompt the answer to the respondent. Though a good rating is desirable, identifying unsatisfied customers and the cause of their dissatisfaction is the real motive behind conducting the survey. To get this kind of data they must formulate questions in the most neutral way possible so that they do not influence the respondents. Directing the respondents to answer what the company wants them to distorts many indices of customer surveys for instance Customer Effort Score will automatically increase so can the Customer Satisfaction Score, on paper.

Define the target respondents

The authorities in the company should decide who their target population will be. For instance, customer satisfaction survey will be filled out by the people who have had first-hand experience with the company and not any random person the distributor catches. On the other hand to gauge company perception, the authorities should have a random set of respondents.

Sample the population

For a better analysis of the data gathered, the authorities need to make sub groups according to their needs. Division can be on the basis of age or sex or occupation. Then they need to sample these sub groups. After getting responses from them, the company gets an insight into how different categories of people react to the company.

Survey Fatigue

Be it surveying their customers or their employees, sending too many surveys, too frequently burdens the respondents. This causes survey fatigue. The authorities should plan out the frequency and intensity of sending the surveys. The company can send full length surveys and pulse surveys in a well formulated pattern. Ideally, they can keep the ration of 1:4 where after sending 4 pulse surveys, they can send one full length survey. Then again, they should not send pulse surveys so frequently that even pulse surveys cause survey fatigue.


The authorities should not conduct surveys so often that it causes survey fatigue. But on the other hand conducting customer surveys should not be a one-time affair. While writing it, the survey setters should consider the fact that they have to send them more than once. Needless to say, the questions are subject to modification as per the needs of the company. By conducting surveys regularly, the company also gauges chronological responses of the respondents. The feedback and customer reactions captured are also real time this way.

After setting the survey, administering it and capturing the results, the authorities should analyse data properly and in an unbiased manner. Also, they should in cooperate the results in enhancing company policies, marketing and other aspects so as to enhance the customer experience as well as the company’s profits. To stay ahead of competition a company should never stop taking customer surveys, whether the responses are positive or negative. Top performing companies understand the important role customer feedback plays in business. They consistently listen to the voice of customer and yield enviable output. 70 percent of people trust recommendations from complete strangers online. This moves them closer to engaging further with the brand and becoming a potential customer.

Posted in Analytics, Customer Feedback, Customer Satisfaction, Survey Questions, Surveys, Uncategorized

Tagged customer effort, customer satisfaction, customer survey, Net Promoter Score