The main pillars of successful CX teams are a deep understanding of the customer. One of the essential tools for continually listening to the opinions of your customers certainly are surveys. If done correctly, they can steer your CX team and your company in the right direction and create a successful path to your customer's loyalty. 

What are the surveys used for?

Customer experience teams use CX Surveys for:

• gaining an understanding of what kind of relationship do your customers have with your brand, or
• getting feedback on your service and presence on the market and knowledge in what direction you should go.

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What type of surveys should CX teams use for your research?

Surveys can focus on relationship-based, where CX teams determine your brand's loyalty and perception or technical nature issues, e.g., web store usability.

What are the best practices for surveys?

Surveys are most effective when they are easy to understand, short and presented at the right moment. The ideal survey will last between 5-10 minutes with single or multiple choice answers. 

We recommend CX professionals to ask the target audience to fill out a survey right after the customer reaches a particular customer journey point.

What type of question CX teams can ask?

Types of questions can be:

• single choice - for gathering data and straight-forward questions
• multiple choice - for collecting data and determining your customers' priorities or preferences
• open-ended - to understand your customers more deeply and unmoderated communicating with them
• scale - focus on the likeliness of one particular aspect you are testing, instead of a range of elements at once

CX teams should adjust the type of questions used towards the goals they are trying to achieve.

What kind of shortcoming can occur with surveys?

One of the most common challenges CX teams face is the clarity of the questions. Your customer should quickly and fully understand the survey questions.

The customers are usually overwhelmed with the number of popup messages, so it is essential to survey as easy as possible and pleasant to fill out. 

What results can you expect out of surveys

Apart from a large quantity of data, CX teams will understand the customer win and pain points. From there, CX professionals can implement changes that might fix problems, or they can then conduct further CX Quality Research to analyze the situation and find a potential solution. 

CX teams will also bottom-line data for future comparison, and they will be able to track progress and link the CX metrics with the KPIs.

The final survey report includes:

• Survey overview
• Survey analytics by questions
• Final experience recommendations
• Demographics report
• Infographics visualization

How long does it take to carry out a survey

It can take about 3-4 weeks to carry out the whole survey process, from creating your survey, publishing, gathering data, analyzing, and interpreting insights. 

Cost analysis

For best results, your in-house team can work with the dedicated agency for some or all phases of the survey. The independent CX consultant can bring a fresh view and ideas to your CX team, and your CX team has the best in-depth context knowledge. 

Survey cost from 3,500.00 USD. An average set of surveys (2-3) and analytical results report costs around USD 9,000.00.

SuperSuper Agency offers high-quality customer experience research consultation and design; send us an email if you need any help.