In the effort to enhance customer experience, conducting regular customer surveys is an important step that should not be overlooked. As part of the Customer Experience as a Service (CXaaS) framework, these surveys provide valuable insights into customer satisfaction and areas that need improvement.

In this article, KPSG will discuss how to formulate and execute an effective customer survey.

1. Define Your Objectives

The first step in creating a customer survey is to determine the goal of the survey. The question you need to answer is:

  • What do you want to achieve with this survey?
  • Do you want to measure overall satisfaction, identify problems, or gather feedback on specific services?

Setting clear objectives will help you design relevant questions and gather useful data.

2. Choose the Right Type of Survey

There are various types of surveys you can choose from, depending on the goal you want to achieve. Here are some common types of surveys:

a. Customer Satisfaction (CSAT) Survey

This survey measures how satisfied customers are with the services you provide. A common question used is: “How satisfied are you with our service?” (Scale 1-5)

b. Net Promoter Score (NPS) Survey

This survey evaluates customer loyalty by asking how likely they are to recommend your service to others.

An example question is: “On a scale of 0-10, how likely are you to recommend our service to a friend or colleague?”

c. Customer Effort Score (CES) Survey

This survey measures how easy or difficult it is for customers to interact with your company. A possible question is: “How easy was it to resolve your issue with our service?” (Scale 1-5)

Choosing the right type of survey for your needs is crucial to obtaining relevant results.

3. Design the Survey

Once you’ve determined the type of survey, the next step is to design clear, concise, and relevant questions. Make sure the questions you create are easy for customers to understand. Limit the number of questions to avoid overwhelming customers.

Example of Survey Question Design:

  • CSAT: “How satisfied are you with our service?” (Scale 1-5)
  • NPS: “On a scale of 0-10, how likely are you to recommend our service to a friend or colleague?”
  • CES: “How easy was it to resolve your issue with our service?” (Scale 1-5)

4. Use Multiple Channels

To reach a wider audience, distribute the survey through various channels. Some channels you can use include:

  • Email
  • SMS
  • In-app notifications
  • Social media

Using multiple channels will increase participation rates and ensure you receive feedback from different customer segments.

5. Analyze the Data

Once you’ve gathered responses from the survey, the next step is to analyze the data. Look for patterns and trends that emerge from the customer responses. By using CXaaS tools, you can better integrate and visualize the data to gain deeper insights.

Data analysis allows you to identify areas for improvement and measure how well you’ve met your initial objectives.

6. Act on the Feedback

One of the most important aspects of customer surveys is acting on the feedback received. If certain areas are identified as problematic, ensure the necessary changes are made.

Communicate the Changes to Customers

After making improvements, communicate to customers about the changes that have been implemented. This shows that you value their input and are committed to enhancing their experience.

7. Follow Up Regularly

After making changes, it’s important to follow up with customers. This helps ensure that the changes made have had a positive impact on their experience. Regular follow-ups can also strengthen long-term relationships with customers.

8. Review and Improve

The survey process is not static. Periodically review and improve your survey process to ensure its effectiveness and relevance. Consider adjusting the questions or distribution channels based on previous analysis results.

Conducting regular customer surveys is a critical step in enhancing customer experience within the CXaaS framework. By following the steps discussed, you can design an effective survey that not only collects data but also generates valuable insights for service improvements.By utilizing customer surveys, you can not only identify existing issues but also demonstrate to customers that you care about their experience. This step will contribute to customer loyalty and sustainable business growth. So, prepare your survey and start improving your customer experience today with KPSG. Contact KPSG now!