Companies, in support of their customer experience management (CEM) programs, rely heavily on the use of customer surveys as a means of collecting customer feedback. An optimal customer survey maximizes the value of the survey to both the businesses who use them and their customers who take them. Specifically, businesses need customer surveys that provide reliable, valid and useful information to help run the business more effectively. Customers need surveys that let them give quick, yet meaningful feedback about their experiences.
Based on research and practical experience in the CEM space over the past few years, I have put together a list of best practices about the types of questions to include in a customer survey. Below, this best practices list is presented in a more creative, visual way. Here are 4 Ways to Optimize Your Customer Survey. I hope you find the tips useful the next time you conduct a customer survey.
Beyond the Ultimate Question
Measuring Customer Satisfaction and Loyalty (3rd Ed.)
This is the best summary of how to design and use a survey to gain actionable insight that I have ever seen.
Well done!
Awesome infographic … really helps clarify your loyalty research and science!
Sam/Stephen,
Thanks for the kind words.
Bob