How Surveys Help You Build a Seamless Customer Support Experience

Businesses need to refine their customer experience periodically. This is especially true for organizations that are operating in customer-facing segments.

To make CX more seamless, it is important to understand your customer needs and requirements. This should be followed by enhancing service levels and measuring product-market fit. Lastly, it is essential to have access to customer insights. All these facets in combination help build seamless customer experience.

But how can businesses successfully achieve this goal? The solution is simple – customer surveys.

Tips to Create Customer Surveys

To get started, businesses can make use of an online survey maker to design customer surveys that can be easily implemented.  The survey should be simple, short, and relevant. This will encourage more customers to participate in the process and complete it.

Use these tips to create compelling surveys:

  • Make sure that your questions are open-ended. Begin with simple ‘yes’ or ‘no’ answers. Once you get the basic questions out of the way, you can follow it up with skip logic, and concentrate on responses directed at the key categories covering product, customer service, website UX / UI, etc.
  • Keep your questions short and to the point. If you ask questions such as ‘Did the product arrive at the expected time, and what was its condition upon arrival?’ , be prepared to receive completely mixed and responses which may be hard to decipher.
  • Be creative with your questions, which will set you apart from your competition.
  • Talk about your customer experiences. Ask hard questions about what your customers want out of your products. Having answers to these questions can help design better customer experiences.

Here is a blog that would assist in creating perfect customer surveys.

How Do Surveys Work in the CX Sphere?

There are two factors that actually determine the value of the data collected through surveys:

  • The level of seriousness with which customer feedback is treated within the organization
  • The level of commitment that the business shows while addressing criticism

There are a number of tools that can evaluate and implement the feedback received through marketing surveys. In a business perspective, they can be broadly categorized into three segments.

  • Measuring customer loyalty
  • Evaluating customer satisfaction
  • Creating customer engagement through various phases of the sales cycle

When businesses begin to understand their customer interests, their goals, as well as their pet peeves, they can try to adjust and refine their overall experience. The idea is to keep them coming back for more.

Repeat Business: Use NPS survey software to design a survey that asks the right questions – will your customers do business with you again? Even though it may be hard and disappointing to know that some may choose to take their business elsewhere, the information in itself is immensely valuable in analyzing what went wrong from your end. Was it the service or perhaps a not so effective loyalty program? This gives businesses the opportunity to rectify issues and ensure that they don’t lose any more customers due to similar issues.

For example, Apple has been using NPS surveys to gauge how each of their stores is performing. All the feedback they collect is immediately analyzed, and a call is placed to detractors within 24 hours. Further studies showed that for every hour spent calling detractors, they were generating $1000 or more in revenue or sales.


Referral Business: Getting new business is tough. With stiff competition around, customer loyalty statistics show that referrals are one of the preferred methods to attract new clients. The role of the business here is to do whatever it takes to make the experience for their existing customers as delightful as possible. If your current customers are happy, they will be sure to spread the word  – friends, family, social channels, the works.

But mere satisfaction is not always enough. Why not get a customer satisfaction survey in place? Use survey software to come up with a template. Alternatively, the Net Promoter Score survey can also work in this context. By implementing this, businesses can find out if their customers are making referrals already and if yes, analyze what drove them to do so.

Evernote is a prime example of this. Having figured that the longer customers used their services, the more likely they would pay for it, they started offering existing customers reward points for customer referrals. These points could then be used to upgrade to premium for free.

Know What Your Customers Like About Your Business: Surveys give businesses the information that they need, to be able to pinpoint what is helping with customer retention. Have specific customer survey templates in place that can get them to answer questions on brand loyalty. You may be surprised by the outcome.

For example, you may be really proud of your banoffee pie, but it may be the apple crumble that is actually bringing more people through your café doors.

Learn What They Don’t Like About Your Business: Criticism may be nerve-racking, but it is unquestionably good for your business and it is crucial for your growth and success. Plus some humble-pie every once in a while is good to keep you grounded and on track! From the music that you play to the color of the walls, the smallest things work in combination to offer a complete experience.

Invite criticism through sharing a series of questionnaires on customer loyalty. Thicken your skin and welcome brutal honesty, and also have your processes in place as to what you will do with the information you collect.


Only a fraction of dissatisfied customers communicate their grievances back to the business. Additionally, they are keen to spread the negative word, far and wide. On the flip side, many customers remain loyal to the business if they have quick access to information and customer support. Survey data can help bridge the gap that divides what the customers actually want and what the business think they need. We hope you will be adding surveys to your customer support strategy and get one step closer to your customers.