Assuming that customer experience is super important, what’s next? Well, a great tool to get in touch with a vast number of customers is the survey. But even a survey is an opportunity for a good or bad customer experience, so only conduct surveys very thoughtfully.
Jodi at MarketTools explains some best practices for creating surveys. They have some wisdom—check it out.
- Focus, Focus, Focus
- Clarify survey objectives: What problems are you trying to solve by asking customers about their experience?
- Anticipate Action: Think through how you might incorporate the survey results into decisions and actions.
Surveys should be carefully designed, both the flow of questions and the aesthetics. What a nightmare it would be if your very attempt to improve customer experience created miserable customer experiences!