Our Survey Says…

Paul AinsworthPaul AinsworthNovember 3, 20174min

Customers…the lifeblood of any business. We want to know what they want, and how they want it. We need to know their needs, and we like to know their likes.

Such valuable data can help us fine-tune our firms to better suit customers, and ultimately, generate better profit.

Many profess to know their customers inside out, but assumption and guesswork will only get you so far at best, and at worst lead to getting it wrong entirely. There are plenty of awful examples of when companies got it wrong…don’t be another horror story to frighten fledgling firms as they take off on their business journeys.

Instead, be the prime example to look up to when it comes to having the best relationship possible with your customers.

So how do we open the window to our customers’ desires? The answer, thankfully, has gotten easier since the digital age dawned, and paved new avenues to bring us closer than ever before in terms of communication.

Methods such as survey builders are allowing us to glean valuable insights that would have been impossible to gauge for the previous generation of businesses.

The surveys we can create range from customer satisfaction polls to brand awareness surveys, meaning a company can truly mould itself around the intended consumer, and not try and force this process the other way around.

Here are the three ways that studying customer feedback using survey building tools can help your business grow far beyond those that choose not to do so.

1 – It offers the truest insight to customer satisfaction.

Surveys sent to customers in this manner allow the truth to emerge – whether that be good or bad! Face-to-face quizzing will never reveal the whole truth in the way that surveys can. Customers can complete them from the comfort of their own home, or on their mobile on-the-go, and won’t feel embarrassment or a need to be untruthful.

2 – Products can improve faster and more efficiently

It is a known fact that companies which intertwine customer feedback with product development create the true must-have items. Think of the gadgets such as phones and music players that would not exist in the forms we know and love without customers offering opinions each step of the way through feedback.

3 – It boosts Customer Experience

In a business landscape where Customer Experience is king, surveys can help create the kind of experiences that will have people evangelising about your product and company.

Great Customer Experience keeps people coming back for more, but it simply cannot be offered without knowing what customers want. Use feedback to make it happen, and leave competitors trailing in your wake.


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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