Surveys are dead. Long live surveys!

industry news

If you don’t ask, you don’t get…. right?

There are many people in the commercial industry who have devoted their careers to designing, drafting and positioning customer surveys to be as efficient and effective as they possibly can. To further bolster this fact, leading industry reports indicate that 70-80% of all businesses expect to compete mainly on Customer Experience (CX). If there is so much information available and willingness to improve customer service, how is it possible that only 4% of dissatisfied customers are every actually acknowledged (Source).

As discounted items and availability become ubiquitous, CX is increasingly being recognised as the battleground for future businesses.

How then can it be that 80% of CEOs believe they deliver a superior experience, and only 8% of their customers agree [Source: Bain & Company, 2005, ‘Closing the Delivery Gap’ ]?

In 2017 Microsoft spent $12 billion dollars on market research (the sixth largest corporate spend worldwide), showing their ongoing commitment to learn about their clients, products and services.

To quote Bill Gates: “Your most unhappy customers are your greatest source of learning.”

New school customer surveys are striving to approach and engage the customer through a variety of channels, understanding the importance of working alongside customers and guests as they move through the different phases of the user journey.

Good CX management solutions are capable of coordinating these touchpoints to visualise the different phases, the best Customer Experience Management (CEM) solutions work in real-time to provide actionable insights, giving businesses the opportunity to reshape the journey on the spot and in the future relationship with that individual customer.

You have to ask, if you really want to know!