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Creating Customer Experience Surveys
Survey Solutions Ltd.
A clear focus when planning any customer project is vital.
Here are just some of the important questions that you need to consider in a typical customer experience feedback programme:
What do you want to measure?
- What is important to your customers?
- Why do they choose your brand/company/organisation?
- Are these factors already reflected in business values and goals?
- What are the critical Key Performance Indicators on which you will judge performance?
Who needs the customer feedback?
- Are you building a general and central customer survey programme for marketing planning?
- Are you looking to get feedback down the line to front line managers as quickly as possible?
- What will senior management need, to keep their finger on the pulse of customers?
What’s the best way to find out what we want to know?
- What interview method will be most convenient for your customers?
- What depth of questioning is needed?
- Can the feedback be effectively gathered via an online self-completion survey or will skilled interviewers be needed?
- What is the timescale for completion of the feedback?
- What frequency of feedback is required?
When do you need the results?
- How will the voice of the customer fit in with your business planning cycle?
- How quickly can we implement change?
How do you want to present the results?
- How can we use the results to engage management teams in action planning to improve the customer experience?
- How widely dispersed are the teams and managers that will ACT on the research results?
- Should results be presented personally, by sending out reports, or by accessing information and feedback portals?
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©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk