How Surveys Help Businesses Improve Customer Experience (CX)

In today’s marketing world, customer satisfaction is essential for any organization’s success. Companies are, therefore, required to improve their CX periodically. This explains why customer experience is now the top priority for all businesses. If you want to offer a more seamless CX, you must understand your audience’s requirements and needs. Moreover, you also need to improve your service levels and measure your product-market fit, followed by access to valuable customer insights. All these factors combined will help you build seamless CX. So, how do you do that? The best way to do this is through surveys created to dig into CX.

Why Surveys Matter for Your Business?

Surveys, specifically consumer satisfaction surveys, are quite critical for companies today. Let’s see why.

Customer satisfaction is among the few tactics that still work in setting your brand apart from others. Besides, in today’s marketing scenario, businesses that provide the best experience for their customers are ones that usually succeed.

That’s because “high levels of consumer satisfaction…are strong predictors of client and customer loyalty, retention, and product repurchase.”, according to Qualtrics. Additionally, low levels of customer satisfaction can badly harm your brand image. Not to mention, the average American customer shares their bad experiences with 16 other people. And, it takes companies about 12 positive user experiences to make reparation for one negative feedback.

Consequently, the stakes are relatively high as far as customer experiences and satisfaction are concerned nowadays. Fortunately, with the help of surveys, your organization can determine how your customers are feeling.

The data you collect from customer satisfaction surveys invaluable. With access to such insights about your target prospects, you can work on areas that need improvement and address any issues your buyers might have. This will ultimately help you create seamless customer experiences, thereby improving your organizations’ revenue stream. All these are proof as to why customer surveys are vital for your company.

How Surveys Can Benefit Your Business and Improve the Overall CX

The following points highlight the ways surveys can benefit your company and help build a smooth and brilliant customer experience. So continue reading.

1. Gain Insightful Feedback

With consumer satisfaction surveys, you can access valuable feedback regarding any problems your customers might have. You can create survey questions to gauge your clients’ feelings about your products or services or even set up open-ended questionnaires where they can express their thoughts elaborately. The feedback you receive can help expose concerns you didn’t know about and offer you the opportunity to rectify them. Consequently, it’ll help prevent you from losing clients due to similar problems.

For instance, Apple uses NPS surveys to determine how their stores are performing. Every response they obtain is instantly analyzed, make calls with detractors within 24 hours. Also, reports revealed that they were yielding $1000 or above in sales or revenue for every hour they spent on calling detractors.

2. Hear What Clients Have to Say

Besides helping you enhance your company’s best practices, surveys for CX also offer consumers the opportunity to have their opinions heard. This is an invaluable asset for any business, primarily because most consumers now share their views about services or products on various social platforms.

Customers today are more open to sharing their thoughts than you might think, and often, they even demand it. By allowing clients to share their feedback, you can monitor potentially harmful input and keep them under control. Plus, you can deal with them privately.

Top brands know this, which is why they do their best to offer customers a chance to speak their minds.

For instance, Starbucks features a link on their site to leave their feedback regarding any experience they had in one of their stores.

The survey also requires clients to enter their personal information for reference and send a follow-up response to customers concerning their feedback.

By allowing customers to share their opinion, you’re making them feel valued and proving that their feedback matters to you.

3. Determine  Areas That Need Your Attention

Another advantage of consumer satisfaction surveys is that it enables you to determine which part of your organization needs your attention. They also help decide whether or not you need to enhance your customer service, billing practices, order processing, and so on.

Moreover, by adding number-based questions (for instance, allowing customers to rate your service from 1-10), you can determine your weaknesses and strengths. This way, you can work on improving the areas you’re lacking while capitalizing on your strengths.

4. Learn What Customers Like and Dislike About Your Brand

Using surveys will also allow you to obtain valuable information about what is helping you retain customers. Further, having specific surveys in place that requires clients to answer questions concerning brand loyalty could even give you information that might surprise you.

For instance, you may be thinking that a particular business practice of yours retains customers, but the survey’s outcome reveals that it’s something else that you haven’t even thought of is helping you bring more clients.

5. Make Immediate Changes

You can view customer satisfaction reports in real-time. As such, you can make immediate changes whenever required. Additionally, you can monitor the feedback you receive and immediately respond to clients that made the complaint or requested to respond to their concerns. All these ultimately allows you to take appropriate actions at the right time, thereby making your buyers feel heard.

Final Thoughts

If done right, surveys used for CX can help you gain critical customer information simultaneously and even spot brand ambassadors among your current clients. Remember: The more you make your clients feel valued, prioritized, and important, the better the customer experience.

When you obtain the results from your survey, the most critical next step is to organize the feedback you receive accurately and adequately analyze them. This way, you’ll create a seamless customer experience.

Subscribe to the Small Business Bonfire Newsletter
And get your free one-page marketing plan template.