Everything You Need to Know About Feedback Survey Strategy

May. 08, 2024

Everything You Need to Know About Feedback Survey Strategy

To ensure a business runs smoothly, listening to customers is paramount. They provide invaluable insights, often presenting unexpected challenges critical to addressing. However, waiting for customers to voice concerns is impractical. This is where a feedback survey strategy comes in. In this blog, we delve into the importance and implementation of these surveys, vital tools for understanding and improving the customer experience. 

Feedback Survey Strategy - Definition 

It is a systematic approach towards assessing the feedback of the consumer to understand the pros and cons of a product or a service. Simply put, knowing about the customers' challenges with your product or any other operation through their feedback is known as a feedback survey strategy.  
It allows businesses to get insights about what in their product or service is most liked and what needs improvement. It makes this possible by enabling companies to make data-driven decisions about improving their products, services, and operations.  

Execution of a Feedback Survey Strategy 

The survey strategy is executed in four phases, all of which are equally important. So, let's understand these four phases in their right order.  

1. Gather the feedback: A feedback survey can help you collect a lot of responses from your customers. This feedback is the raw data you need to process in the next step.  

2. Segregate the responses: Now, you will have a pool of feedback where one may be talking about something good, and the other may be talking about what needs improvement. While the applause can motivate your employees, the real material for improving your product, service or operation lies in the suggestive feedback. So, extract them first and then analyze them to understand what changes are required to improve yourself.  

3. Act upon the suggestive feedback: Once you have identified the challenges your customers are facing, it's time to act on them. Based on the feedback you collected and analyzed, make changes and improvements to the product or service.  

4. Let your customers know about it: Now, it's time to let your customers know that their feedback is being turned into improvements. It enhances your customers' experience as what was causing them problems is now fixed.  

Importance of Feedback Survey 

There is not one but many reasons why a survey strategy is important. Here are a few reasons given below: 

1. It helps you interact with your customers' challenges to make your product or service more customer-centric.  
2. It makes you a brand that listens to the customer, which customers always like.  
3. It helps you understand the areas where you are doing great and should maintain it.  
4. It increases the number of repeat purchases and enhances customer satisfaction and loyalty by ensuring they are cared for.  
5. It helps you to regain the customers who are on the verge of leaving you by taking their feedback and acting on them.  

Ultimately, it makes you a brand with the ability to make informed decisions.   

How to Create a Feedback Survey?  

Now, look at the steps to create a successful feedback survey.  

1. Set Your Survey Goals 

As a brand, there can be multiple objectives to choose from, like knowing about the customers who may leave the brand soon, to assessing overall customer satisfaction. So, according to your objective, you must choose the metric to assess that objective. Here are the three different metrics that help you to achieve different objectives: 

• Net Promoter Score: NPS helps you assess customer satisfaction and loyalty and identify customers likely to churn.  
• Customer Satisfaction Score (CSAT): CSAT, on the other hand, shows customer satisfaction with a particular product, service, or operation, such as customer service or delivery.  
• Customer Effort Score: CES is the metric that helps you achieve the objective of assessing the level of effort a customer has to make to get something done with you, like solving a query.

2.Get a Survey Software 

You need to implement a powerful survey tool to sync everything easily, from creating surveys and launching them to getting too responses and real-time insights. Many tools are available for surveys today, but SurveyCXM- Experience Measurement Tool is the best for getting everything in one place. This single tool can measure multiple metrics, such as CSAT, NPS, and CES.  

Moreover, it also comes with modern features like skip logic and omnichannel survey support that help you deploy your survey on multiple channels like app, website and email. In addition, you also get multiple ready-to-use templates within the tool to make your efforts feel like a piece of cake. So, with SurveyCXM, your software needs get fulfilled, and now it's time for the next step.  

3.Design the Survey 

Now, it's time to put all the questions in one place. For questions, ensure they are to the point and don't make it difficult for the customers to answer. In simple terms, the survey questions should be simple. Moreover, on the technical side of survey designing, there are a few things to add.
For example, skip logic should be added to make sure that you are asking the right questions to the right people. Moreover, keep your survey in your brand's appearance, like the brand colour and tone, and add your logo to make it look yours.  

4.Survey Your Customers at the Right Time

Now, you need to understand the timing of sending any survey. For a brand, there are multiple touchpoints with their customers, like delivering the product, getting help from customer support or when their customer uses their website or app. For the improvement of any one channel, you need to assess the views of your customers on that particular channel in particular.  

For example, a post-transaction survey helps you know about the satisfaction of your customers with a particular transaction, such as a purchase. Similarly, a customer support survey assesses the satisfaction of your customers with the resolution they get from customer support. So, they must be sent at the right time.  

Also, choosing the right channel for the survey is important. If you want to know about your app's performance, then send the survey with the app environment, and the same goes for mobile. On the other hand, if you want to know about the customers' satisfaction with your customer representative, then you may choose call, email, or SMS as the channel.  

5. Question to Ask Your Customers For Improving Website Experience 

1. On a scale of 0-10, how likely are you to recommend our website to a friend or colleague? (NPS) 
2. How satisfied are you with the overall design of our website? (CSAT) 
3. On a scale of 0-10, how likely are you to recommend our website to a friend or colleague? (CSAT) 
4. How easy was it to find what you were looking for on our website today? (CES) 
5. Did you encounter any technical issues while using our website? (CES)  


In conclusion, a feedback survey strategy helps you to understand customers' satisfaction with you as a brand. It allows you to collect meaningful insights and become data-driven for your business decisions. Moreover, the above questions will help you enhance your customers' experience. They will give you the appropriate feedback, and by working on them, you will be able to make it better than before.