Finding answers

Often, organizations use surveys to collect information on how they are doing, but there are a multitude of issues when it comes to surveys. First, surveys only collect the opinions of those who took the time to fill them out. Who fills them out? Usually people that either have very strong opinions or people that are bored. 

For those customers with strong, negative opinions, should you really be finding that out via a survey? Shouldn’t your organization already know that the customer had an issue or isn’t happy with your company? It shouldn’t take a survey to figure that out. 

The same is true for the satisfied customers – unless you are only looking for a pat on the back.

So what good are surveys? They can help you find the nuances, they can help you see the CX and product development from an outside perspective, and they can help you spot those customers that are looking to replace your products with something else.

Surveys can be a valuable tool if used properly, but they shouldn’t be used to claim that your organization or staff are doing such a good job. Use surveys to find out more information about your customers, not to give yourself an A.