Surveys are a customer experience two-fer. For sure, they help you learn what customers think. But because they're quick and easy to do, you can give most or all of customers an opportunity to provide feedback, and send the message that you really care about customers' opinions. Another advantage of surveys is that they can provide quantitative performance metrics that you can track over time, to, say, track the effectiveness of a new customer service initiative.
Although surveys are one of the quickest and easiest ways to get information from customers, they are also one of the hardest things to do well. A poorly conducted survey may not provide useful information, or can even be downright misleading. This is where our expertise and experience really pays off - we know how to create high-quality, professional surveys that will give you accurate, reliable data.
For this survey we were helping a client figure out what story about the company they should be telling on their web page. To do this, we asked how different pieces of information impact whether a customer will make a purchase or not. You may notice that we also asked about some negative pieces of information, to give us a basis for comparison.