CX surveys: Part art/part science

It is believed by many that today Customer Experience (CX) has a higher priority among customers than product or price.

Customers are looking for the best experience from businesses from whom they wish to purchase. They want:

  • Quick and easy customer service;
  • Health and security protection; and
  • New innovative ways to access products and services.

In other words, convenience matters!

And they are undoubtedly tired of the COVID-19 excuse for:

  • Poor service;
  • Availability;
  • Choice; and
  • Increased effort in contacting a business.

Gartner defines customer experience as “the customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels or products”.

Of course, the only way to know if your business is succeeding in its customer experience strategy is by monitoring, measuring and managing the process. By asking for feedback, a company can fully understand how its customers truly feel about that business and its products and services.

And it’s critical for organizations too. The insights provided can help them make informed decisions about how the business operates, whether procedures should be updated and what new products and services are required to meet customer needs.

Without it, businesses are managing in their dark and making ill-informed judgements that could impact negatively on their operations.

Ask the right CX survey questions

That is why it is so essential to ask the right customer experience survey questions – and use the best customer feedback management platform to manage the process. 

One of the best ways to enhance your CX is with a customer feedback survey that provides granular data. Your CX team can achieve this is by incorporating multiple question types into your survey.

Typically, collecting feedback involves asking a customer a question, then having them rate their experience using a five, seven, or even 11-point scale.

The answers to these types of questions are valuable to an organization as it provides a good overview. But they don’t get to the root of why the consumer had a good experience, or not, in transacting business.

By adding in different question types, you are more likely to receive the data you need.

Here at CustomerCount, we rarely recommend a client use just one type of question. This is because we want our clients to conduct a deep-dive and get actionable granular survey data. Then they can determine what will make that customer buy more product and encourage their friends and family to do the same.

Stop the boredom

Having a variety of question types gives the appearance of a well thought out survey.

Just ask yourself how many times have I received a survey where all the questions are the same? More often than not, you have received a survey with just a scaled answer distribution. That can be not very interesting, and the survey response results will reflect this.

If you’d like help with your Customer Experience strategy, CustomerCount can help. With over 20 years’ experience in customer feedback management, the team certainly knows a thing or two about customer experience surveys.

To find out more, contact Bob Kobek today on 317-816-6000 or by email at bobkobek@customercount.com

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