Surveys might be undermining every customer experience improvement youre trying to implement. While that may sound counterintuitive, according to a 2016 study of customer perceptions by CEB (now Gartner), 75% of customers agree that their survey experience influences their overall impression of a company ("Closing the Customer Feedback Loop," Gartner's CEB Leadership Council). In short, customers see their survey experience as a component of their customer experience; its another touchpoint that impacts their overall relationship. Yet, the increasing ease with which surveys can be created (sometimes without regard for best practices or sound research methods) has led to an ever-increasing number of feedback requests threatening the quality of those survey experiences and potentially eroding companies brand image or increasing customer friction. As a result, organizations must reflect on their survey practices and ask, How do we adapt to effectively capture customer feedback while improving the customer experience?
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