Introduction to customer experience surveys

In today's competitive business environment, understanding and meeting your customers' needs is paramount. One powerful tool that businesses have at their disposal to do this is the customer experience survey. Run as part of a wider customer experience program, this crucial tool enables companies to tap into their customers' thoughts and feelings, helping to shape strategic direction and drive performance improvements.

Understanding the term 'customer experience'

'Customer experience' (also known as 'CX') refers to a customer's perception of a business based on all their interactions with it. From navigating a website to speaking with customer service, each touchpoint contributes to their overall experience. The customer experience is a critical factor that can make or break a company's reputation and influence its bottom line.

A positive customer experience can lead to repeat purchases, brand loyalty, and positive word-of-mouth. Conversely, a negative experience can deter potential customers, result in lost sales, and harm a company's reputation.

The purpose of CX surveys

Customer insights

Customer experience surveys are a method of gathering detailed feedback from customers. The data collected can reveal vital information about customers' preferences, expectations, and pain points.

Informed decision-making

The insights derived from running a customer survey can guide strategic decision-making, helping businesses align their offerings with customer expectations, improve processes, and innovate.

Key elements to include in a CX survey

Clear objectives

Each survey should have a clear purpose. Whether it's to assess overall customer satisfaction or measure the effectiveness of a recent change, clarity in what you want to achieve helps design relevant questions.

Relevant questions

Questions should be concise, targeted, and relevant. They should address specific areas of the customer experience and aim to uncover actionable insights.

Easy-to-follow structure

Surveys should be easy to follow with logical flow and structure. A good survey respects the respondent's time and keeps them engaged to completion.

Designing and executing a customer experience survey

1. Define the objectives

Start by defining what you want to achieve with the survey. Your objectives will guide the design process and help focus the survey on gathering relevant data.

2. Draft your questions

Draft questions that align with your objectives. Keep them concise and focused, aiming to extract actionable insights. You can read more about the most common and effective survey questions here.

3. Choose the right survey type

Select a survey type that best suits your objectives. For instance, if you want to measure overall customer loyalty, an NPS survey might be most suitable.

4. Decide on distribution method

In order to connect with your customers effectively you'll need to determine the best way to distribute your survey. This could be through email, on your website, via social media or in-person, or a combination of these. Some popular distribution channels include:

Email or SMS invitations

Send the survey link with a customised email message to a contact list through SmartSurvey or via SMS. All surveys are automatically mobile friendly.

Offline surveys

Carry out your research at any location where connectivity is unavailable. Data will be stored on your mobile device ready to be uploaded to your account.

Embedding and pop-ups

Integrate your surveys into your website using a popup invitation window or an exit survey for when they leave your website.

Social media and QR codes

Share your surveys via social media directly from SmartSurvey, including: Facebook, Twitter and more or use a printable or digitally shared QR code.

Read more: survey types by distribution or audience

5. Launch the survey

Once the survey design phase is finalised, launch it and ensure that the respondents have a smooth, user-friendly experience.

6. Analyse the results

After collecting the responses, produce your reports and start analysing the data. Look for patterns and trends in the feedback, which can help uncover systemic issues or areas of excellence. Focus on identifying actionable insights that can drive improvements in your business. Whether it's a recurring complaint or a highly praised feature, use this information to refine your strategies.

7. Act on the feedback

Use the feedback to make informed strategic decisions. This could involve tweaking your product or service, retraining staff, or introducing new processes. The ultimate goal of a customer experience survey is to drive improvements. Ensure that the feedback collected is used to enhance your customers' experience and increase satisfaction.

The enduring value of customer experience surveys

Customer experience surveys are a powerful tool for understanding your customers, driving improvements, and fostering growth. They can provide invaluable insights that can shape the direction of your business.

By effectively designing, implementing, and analysing customer experience surveys, you are setting your business up for long-term success, continually improving your offering based on the voices that matter most - your customers'.