Customer Survey Systems: 5 Questions to Ask Yourself

These days, customer experience is king. But without a good customer survey system, how can you measure and analyze what kind of experience your customers are having? 

With a customer survey system, you can easily get feedback from your customers, giving you the insight you need to improve your services and products, and make important business decisions to keep growing and moving forward. After all, keeping up with your customers' feedback is one of the most effective strategies for running your business. 

Customer survey systems also empower you with key information to not only make sound decisions and provide the best possible customer experience but also predict patterns and spot trends. Before investing in a system, there are five factors to consider before confidently making the best choice for your business. 

1. Why Do Businesses Need to Use Customer Survey Systems?

To satisfy your customers, you need to know them. One of the best ways to gain deep insight into your customers is by surveying them so that you can learn about their perceptions, expectations, and satisfaction. Consider how many different ways you can change your products and/or services. But if you don't know exactly what your customers are looking for from your offerings, you may not choose the right modifications to meet the demand. There are many reasons to survey your customers, including the following:

  • Improved customer satisfaction and boosted loyalty

  • Increased interest and engagement

  • You gain feedback that lets you target the best product enhancements and services to meet customer needs

  • Build your database with customer data for clearer insights and understanding

  • Businesses can use survey data to improve operational efficiency

2. Why Do Customer Survey Systems Matter?

That's where having great survey tools comes into play. They make it easy for you to survey your customers while making it simple for your customers to complete the surveys. In turn, you get to know how your customers feel about your company. It's an ideal way to dial into what customers dislike, like, and areas that they want to see improved. Wondering why you should invest in a customer survey system? Consider these five points:

  • People like easy, anonymous online surveys

  • Survey systems are user-friendly

  • You can customize the style, design, and questions to resonate with your audience

  • Survey systems deliver more accurate results than traditional surveys

  • The collection and analysis of data is streamlined, allowing you to engage with your audience better

3. How Much Does Customer Experience Matter?

This is the crux of why you need a great customer survey system—because customer experience can make or break your business. Research from PwC shows that 32% of customers would walk away from a brand that they love after having a single negative experience and another 59% will leave after several negative experiences. 

More than seven out of 10 customers consider experience as one of the most important factors in their purchasing decisions, third only to product quality and price. And they're willing to pay more to get that great experience. Even more, 65% of customers in the United States consider positive brand experiences to hold more weight than effective advertising.

4. How Do You Develop Customer Surveys?

The good news is that most great customer survey systems make it easy. Before you get started, it helps to figure out what your goals are. Maybe you want to determine the weakest areas you need to work on. Maybe there are certain things you want to focus on, such as cart abandonment. Whatever your goals are, they should guide the questions you use. Gather a team together to get different points of view and feedback to make sure you're creating effective questions, and then choose a variety of question types, including specific and open-ended questions.

Ultimately, picking the right customer survey system is going to be the clincher. After you've done all your prepping, you need a system that will grow with your business.

5. What Are Some of the Best Customer Survey Systems? 

The best customer survey system for your business is the one that meets your needs. It's not necessarily a one-size-fits-all proposition. That's why it's important to do your research and to compare and contrast all your options. TechRadar ranks the following as some of the best customer survey systems:

  • SurveyMonkey has more than 40 million customers and is a great option even if you don't have coding skills

  • Typeform boasts a completion rate that's roughly four times above the industry standard thanks to its focus on user interaction and engagement

  • AskNicely offers integrations and the ability to collect information based on the Net Promoter Score (NPS), which helps gauge the strength of customer relationships