It is essential to discover what your customers have in mind. By knowing their feedback for your products and services you get an opportunity to improve your offering.

Entrepreneur contributor Karl Wirth has shared two ways to improve your customer experience surveys.

Wirth says, “The surveys you want to conduct  don’t have to be an annoyance that your customers try to avoid. Instead, they can be used to improve a customer’s experience with your company. How? By becoming one more way you understand and engage your customers as individuals.

Indeed, surveys of the future will:

  • allow entrepeneurs to affect each customer’s experience in the moment; and
  • allow them to gather valuable insights about each customer as an individual to leverage for future personalization.

Surveys can be used to affect the customer experience in the moment.

When a shopper is in a physical store, an associate can ask her what she is looking for and provide assistance tailored to her needs. If you have no physical store, targeted surveys can help you recreate this type of experience in the digital world — by asking your customer directly what his or her needs are, or how you can help.

For example, a financial services site can recognize when a site visitor has clearly engaged in credit card research on the site but has not completed an application”.

Customer Experience Surveys? They Don’t Have to be a Pain.

Entrepreneur

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