{"id":41855,"date":"2021-03-09T00:00:00","date_gmt":"2021-03-09T08:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-survey\/"},"modified":"2025-03-13T06:20:58","modified_gmt":"2025-03-13T13:20:58","slug":"customer-survey","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-survey\/","title":{"rendered":"Customer surveys: Supercharge your customer experience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">We all know <\/span><i><span style=\"font-weight: 400;\">that<\/span><\/i><span style=\"font-weight: 400;\"> customer: the one who you know by name because of just how often they\u2019ve complained.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter how excellent the service you provide, they find a fault and demand to \u201ctalk to your manager.\u201d With the rise of social media, you\u2019ll probably see them posting in ALL CAPS about how simply AWFUL their time was, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite your irritation, it\u2019s worth considering this: these customers can be the best things to happen to your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s great to have customers raving about your products or services, nothing helps your business grow better like constructive, negative customer feedback. (Keyword: <\/span><i><span style=\"font-weight: 400;\">constructive<\/span><\/i><span style=\"font-weight: 400;\">.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even Microsoft founder Bill Gates agrees. He famously said, \u201cYour most unhappy customers are your greatest source of learning.\u201d<\/span><\/p>\n<hr \/>\n<p class=\"p1\">\ud83d\udd0d<span style=\"font-weight: 400;\"> Access <strong>Metrigy&#8217;s free report<\/strong> to learn more about the 2022 state of customer experience technology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/report\/metrigy-cx-report.pdf\" data-id=\"69d12b592157d\" id=\"69d12b592157d\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d12b592157d.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the report<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free report to learn about the 2022 state of customer experience technology. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d12b592157d.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Unfortunately, <\/span><a href=\"http:\/\/experiencematters.blog\/category\/temkin-group-research\"><span style=\"font-weight: 400;\">96% of unhappy customers<\/span><\/a><span style=\"font-weight: 400;\"> don\u2019t complain about their bad <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\">. A majority of them will simply abandon a brand forever, increasing customer churn after one negative experience:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-46979\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/customer-satisfaction-stats.png\" alt=\"customer satisfaction stats\" width=\"837\" height=\"428\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It turns out that the noisy complainers are actually blessings in disguise. When a customer demands to talk to a manager, they\u2019re actually taking the time to tell you what\u2019s wrong. They care. You should offer them free coffee, sit them down, grab a pen, and get them to fill out a customer satisfaction survey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And since most customers aren\u2019t forthcoming with their feedback\u2014it\u2019s up to you to proactively follow up and seek that customer feedback by creating online surveys.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to do it? Just ask.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make asking easier by using a tool like RingCentral\u2019s <\/span><a href=\"https:\/\/support.ringcentral.com\/article\/Feedback-Management-Overview-RingCentral-Contact-Center.html\"><span style=\"font-weight: 400;\">Feedback Management application<\/span><\/a><span style=\"font-weight: 400;\">. It can help you provide customers with surveys via their preferred channel\u2014as well as gather valuable insights you can use right away.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll cover the following things:<\/span><\/p>\n<ul class=\"table-of-content\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#why\"><span style=\"font-weight: 400;\">Why customer surveys (CSATs) are important<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#four\"><span style=\"font-weight: 400;\">4 types of customer surveys<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#three\"><span style=\"font-weight: 400;\">3 examples of good customer surveys<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#six\"><span style=\"font-weight: 400;\">6 steps to create an effective customer satisfaction survey for your brand<\/span><\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd11\u00a0 What&#8217;s the key to building a customer-centric team? Grab our eBook to find out.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/the-key-to-building-a-customer-centric-team.pdf\" data-id=\"69d12b59216b4\" id=\"69d12b59216b4\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d12b59216b4.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9  Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40  Learn how to build a customer-centric team<\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d12b59216b4.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<h2><a id=\"why\"><\/a><br \/>\nWhy are customer surveys so important?<\/h2>\n<p><span style=\"font-weight: 400;\">You don\u2019t always know what your customers are thinking over the course of their customer journey\u2014unless, of course, you have telepathic powers like Professor Charles Xavier (<\/span><i><span style=\"font-weight: 400;\">X-Men<\/span><\/i><span style=\"font-weight: 400;\">) or Eleven (<\/span><i><span style=\"font-weight: 400;\">Stranger Things<\/span><\/i><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer surveys can be your superpower that allow you to read customers\u2019 minds. Surveys give your business an opportunity to understand what keeps them up all night, what gets them out of bed, how they rate their overall experience with you, and how they perceive your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers are your biggest\u2014and most direct\u2014source of valuable metrics; metrics you can put to good use to increase your ratio of loyal customers and decrease churn.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a reason why businesses put \u201cHow am I driving?\u201d stickers behind their company vehicles or hire mystery shoppers to assess their level of satisfaction in store. These forms of customer surveys are designed to stress-test the quality of their product\/services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands employ these tactics to plug the holes before poor retention rates and churn can sink their ships. Customer satisfaction surveys are yet another tactic and the guiding lights that can help your business align your goals with the customer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oh, and don\u2019t forget your employees! Happy, <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/leadership-employee-engagement\/\"><span style=\"font-weight: 400;\">engaged employees<\/span><\/a><span style=\"font-weight: 400;\"> are the key to a good customer experience, so don\u2019t forget to run <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/employee-engagement-survey-questions\/\"><span style=\"font-weight: 400;\">employee engagement surveys<\/span><\/a><span style=\"font-weight: 400;\"> from time to time. Surveys can also be a useful way of gauging new recruits\u2019 onboarding experiences.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><strong>Pro-tip:<\/strong><\/div>\n<p>Good survey questions also help you gauge your customers\u2019 satisfaction and happiness in relation to your brand\u2014a reason why RingCentral Surveys is a popular feature in RingCentral Contact Center\u2122.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Customer surveys are like performance appraisals, but for your business. For instance, if a significant number of customers complain about the quality of your <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-vs-customer-support\/\"><span style=\"font-weight: 400;\">customer service<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s a sign that some of your teammates aren\u2019t offering customers the positive experience they deserve. It\u2019s a wake-up call for you to fix things before they become bigger problems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The debate is no longer whether you should conduct customer surveys. Instead, the more relevant question is <\/span><i><span style=\"font-weight: 400;\">how<\/span><\/i><span style=\"font-weight: 400;\"> you should do it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the sections below, we\u2019ll show you how to make customer surveys an integral part of your customer experience so that it\u2019s quick, effortless, and contextual.<\/span><\/p>\n<h2><a id=\"four\"><\/a><br \/>\n4 types of customer surveys<\/h2>\n<p><span style=\"font-weight: 400;\">Before we dive into the types of customer surveys, it\u2019s important to understand that not all surveys are created equal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, you can\u2019t expect customers to enthusiastically answer your questionnaires if they come in the form of an automated robocall or a mailed 10-page questionnaire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019d likely get a low response rate to these surveys because such methods don\u2019t take your customers\u2019 convenience into account. Surveying customers is part science and part art\u2014and you\u2019ve got to make sure you do it right to get the results you want.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Phones and direct mail used to be popular channels for brands to conduct general-purpose customer surveys. Today, they\u2019ve fallen out of fashion because these channels demand time and manual effort, and lack context. Nowadays, most surveys take place online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best surveys are the ones that follow up <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-feedback\/\"><span style=\"font-weight: 400;\">customer feedback<\/span><\/a><span style=\"font-weight: 400;\"> in the moment while a customer\u2019s memory of a brand interaction is still fresh in their minds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s look at a few types of customer surveys you can try:<\/span><\/p>\n<h3>1. Purchase intent survey<\/h3>\n<p><span style=\"font-weight: 400;\">You can use purchase intent surveys to not just understand your customers needs and customer journey but also generate leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You must have seen a zillion brands embedding lead forms on their websites or pop-ups for new customers to sign up. Why not extend that idea to create an intent discovery survey? This way, you can glean critical information from customers on their service experiences, what they\u2019re looking for, and why. It also helps you to encourage your customers to start using your services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">99designs\u2014an online platform that connects freelance designers and clients\u2014does this really well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re a new customer to 99designs, their website doesn\u2019t ask you to sign up with them right away. Instead, they ask you a series of questions:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4928 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-86.png\" alt=\"99designs gathering information about what you need\" width=\"542\" height=\"400\" \/><\/p>\n<p>Depending on the answer you give, you\u2019re taken through a flow:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4929 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-112.png\" alt=\"Depending on the answers given, you\u2019re taken through a flow of another set of related questions.\" width=\"695\" height=\"324\" \/><\/p>\n<p>Which gives 99designs information about you that helps them determine whether you\u2019d be a good potential customer:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4930 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image15-8.png\" alt=\"99designs collects information more information that helps them determine whether you\u2019d be a good potential customer.\" width=\"695\" height=\"242\" \/><\/p>\n<p>You get the drill.<\/p>\n<p><span style=\"font-weight: 400;\">The interactive design brief encourages respondents to unwittingly start a project on 99designs (since they\u2019ve already spent two minutes talking about their requirements).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It also helps the support team behind 99designs understand their <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-find-your-target-audience\/\"><span style=\"font-weight: 400;\">target audience<\/span><\/a><span style=\"font-weight: 400;\"> better and improve their future product\/service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s another example from Handy\u2014the largest online at-home services provider:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4931\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image12-18-524x1024.png\" alt=\"Cast your vote marketing campaign by Handy\" width=\"524\" height=\"1024\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a smart marketing campaign using multiple choice questions disguised as a survey email. The \u201c40% discount\u201d serves as an attractive incentive for customers to fill out online surveys.<\/span><\/p>\n<h3>2. Customer satisfaction surveys<\/h3>\n<p><span style=\"font-weight: 400;\">The most popular surveys in the business world are probably customer satisfaction (CSAT) and Net Promoter Score (NPS) surveys. Businesses all over the world use CSAT and NPS to assess the level of <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\"><span style=\"font-weight: 400;\">customer happiness<\/span><\/a><span style=\"font-weight: 400;\"> and satisfaction score in relation to a brand experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re such a hit that a lot of businesses actually benchmark the CSAT and NPS survey results as metrics to measure their teams\u2019 performance. (If you\u2019re not sure where to start, we\u2019ve got a guide about how to choose the right customer <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/satisfaction-survey-questions\/\"><span style=\"font-weight: 400;\">satisfaction survey questions<\/span><\/a><span style=\"font-weight: 400;\">.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how Netflix runs a CSAT survey:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both CSAT and NPS are typically customer support teams\u2019 first choice to gauge customer happiness about an offer or a post-purchase experience. While CSAT helps you understand a customer\u2019s needs, likes, and dislikes, NPS helps you identify your most satisfied customers, detractors, and even your passive existing customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how Baremetrics\u2014a forecasting and analytics tool for SaaS companies\u2014uses NPS to understand <\/span><a href=\"https:\/\/baremetrics.com\/academy\/what-is-net-promoter-score\"><span style=\"font-weight: 400;\">how their customers feel about their brand<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4934 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-68.png\" alt=\"Baremetrics NPS Survey\" width=\"605\" height=\"400\" \/><\/p>\n<p>There\u2019s a formula to calculate the NPS, which is the number that you get after you subtract the total percentage of your detractors from your promoters, like this:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4935 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-25.png\" alt=\"Formula to calculate the NPS\" width=\"695\" height=\"391\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, if 47% of the customers you surveyed vote a score of 9 or 10 while 24% give you 6 or less, your NPS is 23 (47-24).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The 20% of the customers that vote 7 or 8 are neutral, and this percentage of customers doesn\u2019t contribute significantly to the survey\u2019s results. But this also means there\u2019s work to be done to turn them into your brand promoters.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><strong>Pro-tip:<\/strong><\/div>\n<p>While understanding your NPS in binary terms (\u201cgood\u201d vs \u201cbad\u201d) is possible, it\u2019s also highly contextual to the industry your brand belongs to. For instance, an auto dealer has a good NPS if they score 39 or above (on a scale of 0\u2013100) and bad if they score 20 or lower. For internet service providers (ISPs), \u201cgood\u201d is 19+ while \u201cbad\u201d is -16 or below.<\/p>\n<\/div>\n<h3>3. Customer effort survey<\/h3>\n<p><span style=\"font-weight: 400;\">Beyond CSAT and NPS, there\u2019s another type of customer survey that helps you measure the level of effort a customer has to put in to engage with your brand: the customer effort score (CES).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can create a CES survey either by using a numerical scale or by describing the level of customer effort in words, like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we were to draw a Venn diagram for CSAT, NPS, and CES, they would all overlap at the customer experience\u2014while each having its own nuanced approach to measuring different aspects of <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\"><span style=\"font-weight: 400;\">customer expectations<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4936 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-53.png\" alt=\"Venn diagram for CSAT, NPS, and CES\" width=\"695\" height=\"391\" \/><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><strong>Pro-tip:<\/strong><\/div>\n<p>CSAT, NPS, and CES all complement each other. But don\u2019t overwhelm your customers by sending all of them at once. Use one survey at a time to get a gradual understanding of the customer experience.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Another thing to note: NPS and CES are single-metric surveys that don\u2019t give you the full picture of your customers\u2019 experience. It\u2019s best to follow up an NPS or CES survey with a more qualitative or in-depth survey to understand a situation better, especially if the responses were negative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, you can also include open-ended questions along with a CES survey, for example, asking customers why they give the service interactions a certain rating at a specific score.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/engage\/engage-voice.html\"><span style=\"font-weight: 400;\">Engage Voice<\/span><\/a><span style=\"font-weight: 400;\"> is a RingCentral program that can help agents collect valuable customer insights. As well as providing customers with an on-brand experience, it\u2019s a great opportunity for them to carry out quick, personalized customer surveys. <\/span><\/p>\n<h3>4. Exit surveys<\/h3>\n<p><span style=\"font-weight: 400;\">Brands usually use exit follow-up surveys when customers abandon their products or services, either during a purchase journey or after buying a product:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4937 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-38.png\" alt=\"Exit customer survey\" width=\"695\" height=\"391\" \/><\/p>\n<p><span style=\"font-weight: 400;\">An exit customer survey is a great way to identify the biggest culprits if you have a low <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention-rate\/\"><span style=\"font-weight: 400;\">customer retention rate<\/span><\/a><span style=\"font-weight: 400;\"> and to help future-proof your customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if many customers select \u201cprice\u201d as a reason for not completing their purchases, you might start rethinking your pricing plans or email a discount later on to lure them back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4938 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-93.png\" alt=\"Exit customer survey\" width=\"695\" height=\"349\" \/><\/p>\n<p>And then the email that this triggers:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4939 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9-29.png\" alt=\"This survey uses automation to trigger a contextual email campaign to customers who chose \u201cprice\u201d in the exit survey as a reason to abandon their purchase.\" width=\"695\" height=\"391\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here, we can see that this survey uses automation to trigger a contextual email campaign to customers who chose \u201cprice\u201d in the exit survey as a reason to abandon their purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your potential customers don\u2019t immediately come back to finish their purchase, that\u2019s still fine. You can use an exit survey to capture their email addresses and launch targeted ads or <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-examples\/\"><span style=\"font-weight: 400;\">email marketing<\/span><\/a><span style=\"font-weight: 400;\"> campaigns to earn their trust back.<\/span><\/p>\n<h2><a id=\"three\"><\/a><br \/>\n3 businesses that made the most of their customer surveys<\/h2>\n<p>Here are examples from three brands that harnessed the power of customer surveys.<\/p>\n<h3>1. The Affinity Group International<\/h3>\n<p><span style=\"font-weight: 400;\">The Affinity Group International (TAGI) is an Atlanta-based retail merchandising consulting firm that helps ecommerce platforms maximize their profits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few years ago, TAGI realized that their traditional ways of <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cold-call-script-to-get-appointment\/\"><span style=\"font-weight: 400;\">cold calling<\/span><\/a><span style=\"font-weight: 400;\"> customers were out of whack. Not only did it get very few qualified leads, but it also took a long time for the TAGI team to manage bookings that came with a wide range of requirements (ranging from vague requests about building a brand strategy to not very well thought out answers to TAGI\u2019s questions).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, they replaced their outbound <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-pitch-examples\/\"><span style=\"font-weight: 400;\">sales pitch<\/span><\/a><span style=\"font-weight: 400;\"> calls with a simple survey form on their website. You can check out TAGI\u2019s survey page <\/span><a href=\"https:\/\/theaffinitygroupinternational.com\/chat\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<figure id=\"attachment_4940\" aria-describedby=\"caption-attachment-4940\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-large wp-image-4940\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image11-19-1024x488.png\" alt=\"A sample of the TAGI survey\" width=\"840\" height=\"400\" \/><figcaption id=\"caption-attachment-4940\" class=\"wp-caption-text\">A sample of the <a href=\"https:\/\/help.typeform.com\/hc\/en-us\/articles\/360029629631-How-a-typeform-cut-an-agency-s-lead-to-client-time-by-40-\" target=\"_blank\" rel=\"noopener noreferrer\">TAGI survey<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">DeAnna McIntosh, TAGI\u2019s Chief Global Strategist and the brains behind this survey, says that embedding the survey form on their website automated their sales outreach and gave TAGI\u2019s teams solid talking points to start a conversation with the clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea worked, and within a few months, the TAGI team was able to cut the time it took for them to convert a lead into a client by a whopping 40%.<\/span><\/p>\n<h3>2. Eventbrite<\/h3>\n<p><span style=\"font-weight: 400;\">Eventbrite\u2019s co-founder and CEO Julia Hartz says <\/span><a href=\"https:\/\/mastersofscale.com\/julia-hartz-let-your-customers-be-your-scouts\/\"><span style=\"font-weight: 400;\">surveying customers<\/span><\/a><span style=\"font-weight: 400;\"> was a major driving force behind Eventbrite\u2019s growth and success. That says a lot about the power of customer feedback.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Hartz, asking customers for feedback and applying the advice to the company\u2019s website helped Eventbrite successfully transform from a simple ticketing app to a full-service event organizing platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When Hartz and her other co-founders started Eventbrite, they began organizing meetups and conferences to help tech bloggers exchange ideas. They were very sure of one thing from the very beginning: they wanted to build the platform along with their earliest loyal customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So Hartz and co. \u201cmaniacally\u201d surveyed their users to assess their satisfaction scores, and, based on the feedback they received, grew Eventbrite into a platform that served communities other than just the techies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During their early days, Hartz and her co-founders encouraged users to directly call them on their phones to share their service experience. Now, they have robust processes to gather customer feedback. They use customer survey tools and have a dedicated data insights team and people whose sole job is to talk to customers.<\/span><\/p>\n<p><a href=\"https:\/\/support.ringcentral.com\/article\/Feedback-Management-Overview-RingCentral-Contact-Center.html\"><span style=\"font-weight: 400;\">RingCentral\u2019s Feedback Management app<\/span><\/a><span style=\"font-weight: 400;\"> can be used to provide detailed customer feedback and gain a clearer understanding of where you stand compared to your competitors.<\/span><\/p>\n<div class=\"box\"><b>Did you know?<\/b> Eventbrite evolved to become a self-sign-on platform with a self-service offering largely as a result of the feedback they received from their user community.<sup>2<\/sup><\/div>\n<h3>3. Bureau Veritas<\/h3>\n<p><span style=\"font-weight: 400;\">Bureau Veritas is Latin for \u201coffice of truth,\u201d and that\u2019s what it has sought out to do since its establishment in 1828. The Paris-based marine survey and rating company provides testing, inspecting, and certification to marine vessels across the globe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few years back, Bureau Veritas <\/span><a href=\"https:\/\/www.surveymonkey.com\/resources\/how-bureau-veritas-humanizes-the-customer-feedback-process\/\"><span style=\"font-weight: 400;\">ran a sample NPS survey<\/span><\/a><span style=\"font-weight: 400;\"> to understand how customers viewed their overall satisfaction. The survey response wasn\u2019t huge, but it yielded valuable insights. So they sought out to scale the survey\u2014this time, to include 10,000 customers worldwide.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bureau Veritas used a customer satisfaction survey template<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They used a survey software platform called SurveyMonkey to design a user-friendly survey campaign. And just like they expected, the easy design of the survey form (using a customer satisfaction survey template) increased their response by a jaw-dropping 800%:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-46980\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/survey-monkey.png\" alt=\"survey monkey\" width=\"675\" height=\"632\" \/><\/p>\n<h2><a id=\"six\"><\/a><br \/>\nHow to create a customer survey in 6 steps<\/h2>\n<p>Here\u2019s a step-by-step breakdown of how to create a customer survey for your business.<\/p>\n<h3>1. Identify why you want to survey customers<\/h3>\n<p><span style=\"font-weight: 400;\">A survey without a goal is like thunder without rain; it doesn\u2019t serve any purpose except for creating noise. For a survey to make an impact on your business, you\u2019ll have to understand <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> you want to do it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few examples to find a \u201cwhy\u201d for a survey:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The number of customer detractors on social media has doubled in the last quarter.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customers are leaving you in droves.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There\u2019s a sudden spike in your organic website traffic since last month.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You want to beta test a new product feature with a limited set of loyal customers.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Asking the right questions not only helps you figure out a good motive to do it, it also makes your survey directly relevant to a business problem (or an opportunity).<\/span><\/p>\n<h3>2. Have a reasonable assumption<\/h3>\n<p><span style=\"font-weight: 400;\">Once you have a clear rationale to conduct a customer survey, you want to come up with a hypothesis you want to test. Let\u2019s look at three of the above scenarios as examples:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The number of customer complaints has doubled in the last quarter.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Hypothesis: Customer complaints have gone up since you downsized your customer support bandwidth.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customers are leaving in droves.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Hypothesis #1: Customers are moving away since one of your competitors launched an aggressive brand switch campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Hypothesis #2: It\u2019s a temporary drop in subscriptions due to COVID-19\u2019s impact on businesses.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You want to beta test a product feature with a limited section of your customer base.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Hypothesis #1: They\u2019ll like it because it\u2019ll help them become more productive.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Hypothesis #2: They might not want to pay extra for an additional feature.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These assumptions can help you come up with the right kind of questions to ask your survey customers. But keep in mind, the survey results might lead you to an entirely different conclusion compared to your original assumptions.<\/span><\/p>\n<h3>3. Ask the right questions<\/h3>\n<p><span style=\"font-weight: 400;\">Asking the right question is the key to finding the right answer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Align your survey questions with the goals that you\u2019re trying to achieve. Don\u2019t put in questions just for the sake of doing it because the unnecessary questions can lead your respondents to lose focus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you\u2019re an automobile insurance company and you\u2019re conducting a survey on the driving habits of suburban families, stick to relevant questions in that direction instead of asking not-very-smart questions <\/span><a href=\"https:\/\/www.reddit.com\/r\/CrappyDesign\/comments\/6kcr9y\/have_you_ever_been_in_an_accident_that_resulted\/\"><span style=\"font-weight: 400;\">like this one<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-4941\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image16-1.jpg\" alt=\"Example of a not-very-smart question to ask\" width=\"500\" height=\"397\" \/><\/p>\n<h3>4. Identify the right sample size<\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t necessarily have to plan a nation-wide-level census to gather customer feedback. However, you can\u2019t talk to just a handful of customers and call it thorough research.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to pick the right sample size for your survey based on your survey\u2019s goals. For instance, if you want to know whether customers have had a positive experience about a new feature you\u2019re about to roll out, keep your survey within a lean community of power users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you want to gauge your customers\u2019 buying and repurchase behaviors during the holiday season, it might be better to widen your sample base to include a few hundred people.<\/span><\/p>\n<h3>5. Check out survey examples to determine the right channel and format<\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019ve heard this one before: the medium is the message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, if you have great social media interactions with your customers on Twitter, you can effectively survey your audience via a Twitter poll that involves multiple choice questions instead of a drawn-out survey in a separate platform that demands time and effort.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take Uber, for instance. They use their customers\u2019 in-app experience to get instant feedback, which reduces the friction in the process:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-4942\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-131.png\" alt=\"Uber uses their customers\u2019 in-app experience to get instant feedback\" width=\"738\" height=\"571\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Many other brands place emoji reactions or upvote and downvote buttons at the end of their blog pages for their readers to gather an in-the-moment, contextual rating scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to measure customer satisfaction more accurately, it makes sense to give your customer support team the ownership of surveying your customers <\/span><span style=\"font-weight: 400;\">on the heels of a service interaction<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3>6. Offer incentives<\/h3>\n<p><span style=\"font-weight: 400;\">Feedback forms aren\u2019t always popular with customers. If you\u2019ve hated filling out a customer survey, it might\u2019ve been because the survey\u2019s design interface reminded you of your college\u2019s mid-term tests or the questionnaire itself was longer than <\/span><i><span style=\"font-weight: 400;\">War and Peace<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most people turn down customer surveys because they don\u2019t have a reason to do them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good news: you can bribe almost any number of customers to participate in your surveys if you offer an attractive reward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes, the incentives can be in the form of tangible rewards like a discount code or a free eBook. Other times, the ease and fun of filling out the survey can itself serve as an incentive for people to give their feedback: <\/span><\/p>\n<figure id=\"attachment_4944\" aria-describedby=\"caption-attachment-4944\" style=\"width: 571px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-4944\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-2.gif\" alt=\"Typeform survey\" width=\"571\" height=\"453\" \/><figcaption id=\"caption-attachment-4944\" class=\"wp-caption-text\">A Typeform survey. Isn\u2019t it pretty?<\/figcaption><\/figure>\n<h2>How will you leverage the power of customer surveys?<\/h2>\n<p><span style=\"font-weight: 400;\">Ken Blanchard once said, \u201cFeedback is the breakfast of champions.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You realize how true that statement is when you look at how customer-centric many successful companies are (like Netflix and Eventbrite). These businesses use survey responses as guiding lights that direct their focus to their customers\u2019 needs and increase their number of satisfied customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Find and create opportunities to talk to customers as much as you can. Getting an understanding of what your customers expect when it comes to service experience is a goldmine of wisdom that no amount of business books or management principles can replace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s <\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html\"><span style=\"font-weight: 400;\">contact center solutions<\/span><\/a><span style=\"font-weight: 400;\"> are designed to make you become customer-centric. Offering skill-based routing and agent management, you\u2019ll be able to answer customer queries right the first time, every time. Happy customers are often more likely to answer a few quick questions at the end of a call, so take advantage of this and gather some feedback.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"footnote\"><\/a><\/p>\n<hr \/>\n<p><sup>1<\/sup><a style=\"font-size: 14px;\" href=\"https:\/\/www.vox.com\/2020\/2\/5\/21079162\/karen-name-insult-meme-manager\" target=\"_blank\" rel=\"noopener noreferrer\">vox.com\/2020\/2\/5\/21079162\/karen-name-insult-meme-manager?modpost<\/a><\/p>\n<p><sup>2<\/sup><a style=\"font-size: 14px;\" href=\"https:\/\/www.superoffice.com\/blog\/reduce-customer-churn\/\" target=\"_blank\" rel=\"noopener noreferrer\">superoffice.com\/blog\/reduce-customer-churn<\/a><\/p>\n<p><sup>3<\/sup><a style=\"font-size: 14px;\" href=\"https:\/\/experiencematters.blog\/category\/temkin-group-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">experiencematters.blog\/category\/temkin-group-research<\/a><\/p>\n<p><sup>4<\/sup><a style=\"font-size: 14px;\" href=\"https:\/\/mastersofscale.com\/julia-hartz-let-your-customers-be-your-scouts\/\" target=\"_blank\" rel=\"noopener noreferrer\">mastersofscale.com\/us\/en\/blog\/wp-content\/uploads\/2019\/01\/mos-episode-transcript_-julia-hartz.pdf<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We all know that customer: the one who you know by name because of just how often they\u2019ve complained. No matter how excellent the service you provide, they find a fault and demand to \u201ctalk to your manager.\u201d With the rise of social media, you\u2019ll probably see them posting in ALL CAPS about how simply &#8230;<\/p>\n","protected":false},"author":29,"featured_media":46492,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[18150,10222,18151],"class_list":["post-41855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-experience-cx","tag-customer-surveys","tag-how-to-create-customer-surveys"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer surveys: Supercharge your customer experience | RingCentral Blog<\/title>\n<meta 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