Without asking for feedback and without asking the right questions, you will never know what your customers are thinking and feeling until it’s too late.

A consumer survey will help you pin down your customers’ likes, dislikes, and the areas of improvement that exist. For example, what does your average customer think about your prices? Too high? Just right? How well is your staff doing on customer service, or how well does your client success team understand the growing needs of your customers—and prospects? Is there anything at all about the customer experience that turns off your customers? You might even poll clients on why they stop doing business with you, how you might win them back, and how you can prevent customer losses in the future. If you’re developing a new product or updating an existing one, customers can provide you with invaluable feedback about design and functionality. Oftentimes, customers will shed light on problems that would have otherwise been missed. Key Performance Indicators (KPI’s) like Net Promoter Score (NPS) and Customer Satisfaction (Csat) improvements begin with surveys.

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