Business News

Do surveys really reflect the customer experience?

Delivering a great customer experience requires meeting or exceeding customer expectations at every touchpoint along the brand journey.

A good customer experience fosters customer satisfaction, builds brand loyalty, and leads to positive referrals. It also builds both reputation and revenue.

Since key elements of a great customer experience can be measured by understanding how customers perceive a brand, surveys have become an integral part of assessing customer satisfaction.

By measuring customers’ perceptions of leading indicators like support, efficiency, convenience, responsiveness, personalization, empathy, problem solving or innovation; organizations can not only identify areas for improvement but also restructure the customer journey to match desired customer outcomes.

Coronation has effectively incorporated the survey feedback mechanism in its business. Bi-annual surveys are conducted to elicit customers’ outlook on the overall business process; in addition to transactional surveys conducted after each business transaction.

Another take to the incorporation of the survey is the significant role that the pre and post-launch surveys play in assisting market analysis for new products.

More recently, surveys have evolved to collect customer feedback in innovative and increasingly digital ways. Augmented by artificial intelligence and by blending survey data with other business measurements, modern surveys can provide organizations a near real-time view of the relationship between service, productivity, reputation and profit while improving both customer trust and loyalty.

As such, understanding the advantages and limitations of surveys is key to building survey methodologies and instruments that can be leveraged to improve customer experience which is critical to business growth.

Advantages of Surveys:

While surveys have their limitations, they can, however, provide valuable insights when designed and used appropriately.

Best customer experience surveys include:

While surveys can be a valuable tool for understanding customer experience, when used in conjunction with other business assessments and data points surveys, it can provide a much more comprehensive and accurate view of overall business or brand performance.

By leveraging the strengths of surveys while also addressing their limitations, surveys can become a powerful tool for gaining business insight while also improving the effectiveness, attractiveness and market penetration of products, services, brands and reputations.