Brands must ensure that customers provide honest feedback in surveys and are not pressured to give good feedback by employees to avoid skewing the results.
Despite surveys allowing organisations to collate insights into consumer sentiments, they are insufficient for improving customer experience (CX). Because consumer intent can be either extremely positive or negative, survey results often create a skewed view of the business.
Businesses looking to use surveys to obtain feedback should address challenges like low response rates, skewed results, and incomplete data. Offering rewards for completing surveys is one-way marketers can mitigate the low survey response rates.
Collecting insights about the overall CX could help brands assess the survey results and mitigate data loss from partially filled forms. Collecting “unsolicited” feedback across social media, community forums, and support interactions, like chat and email, helps glean accurate data.
[4 minute read]
