What are Customer Surveys?

Customer surveys are a tool used by businesses to collect feedback from customers about their products, services, or overall customer experience. They provide valuable insights that can help a business identify areas of improvement, understand customer needs, and make data-driven decisions.

How to Build a Customer Survey

1. Define Your Objectives: Be clear about what you want to learn from the survey. This will guide the types of questions you ask.
2. Design Your Survey: Include a mix of question types (multiple choice, rating scales, open-ended). Keep the survey short to encourage completion.
3. Ensure Clarity: Make sure your questions are clear, concise, and not leading. Avoid industry jargon.
4. Personalise: If possible, personalise the survey to the respondent. This can improve response rates and the quality of feedback.
5. Test Your Survey: Before you send out the survey to your entire customer base, test it on a small group to ensure clarity and understand the time it takes to complete.
6. Distribute Your Survey: Choose the right channel to distribute your survey. This could be via email, within your app, on social media, or through a pop-up on your website.

Who is Involved (Roles)

1. Product Managers: May use customer surveys to gather feedback on product features and roadmap.
2. Marketing Team: Uses surveys to understand customer demographics, preferences, and behaviours.
3. Customer Success/Service Team: Surveys customers to understand their satisfaction and identify potential issues.

How Customer Surveys Work in Practice

In practice, customer surveys can provide valuable insights that drive business improvements.

• Product Development: Surveys can reveal what features customers value most, guiding product development priorities.
• Customer Satisfaction: Surveys can help a business understand if customers are satisfied and what improvements could be made.
• Market Research: Surveys can provide insights into customer preferences and behaviours, informing marketing and sales strategies.

Examples of Customer Survey Questions

1. How satisfied are you with our product/service? (Rating Scale)