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7 Secrets for Successful Surveys 

How would you like to provide a better survey experience for your customers?

Shep Hyken speaks with Martin Powton, Marketing Manager at Wizu. They discuss the importance of receiving feedback and how to overcome some potential issues with creating the wrong survey for your business and your customers.

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Top Takeaways:

Seven Secrets of Successful Surveys

  1. Personalization – Personalize your surveys, including the customer’s name, for example. Make sure you make it relevant to their experience, following up with relevant questions and avoid asking the unnecessary ones. Creating a more personal experience will make your customers feel as if you value their answers.
  2. Timing – Send surveys in a timely manner – at the right time. For example, if a customer is placing an order for merchandise, you would want to wait until their order was received before you sent out a survey. Sometimes the right time is more immediate. Take Uber, for instance. You receive the survey immediately after the ride. That’s the right time, while the ride is fresh in the customer’s mind.
  3. Close the Loop – You need to engage your customers, so try acknowledging the issues during the survey.
  4. Be Concise – Don’t waste anyone’s time by asking them to repeat information. Make sure every question is important and that you will gain insight from it.
  5. Make the Survey Engaging ­– Create an engaging experience that speaks to the voice of your brand. You can use creativity to add things to the surveys, such as gifs to make them more entertaining and enjoyable, which in turn will help boost your completion rates.
  6. Measure Emotion – Emotion is a key component of the customer experience. Through your survey, you should try to track the sentiment of the customer. Go above just collecting metrics, and discover how your customers feel about you and your organization.
  7. Utilize A.I. to Improve Surveys – Use A.I. to help analyze your results, group emotions and touchpoints. Discover your gaps, areas to improve and more.


“A bad survey experience can actually damage the customer experience.” – Martin Powton

“Make every survey question count. Every question should bring you insight.” – Martin Powton

“Treat your respondents as customers, and remember every customer is a person. Be respectful of their time.” – Martin Powton


Martin Powton is the Marketing Manager at Wizu, a company that creates engaging, entertaining and conversational surveys. Martin has worked in marketing for over 10 years and is passionate about customer centricity and the importance of measuring and improving the customer experience.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.


This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. Why do we need customer feedback?
  2. What is the best method of getting customer feedback?
  3. What are the important factors of surveys?
  4. How do I increase survey completion rates?
  5. How do I create the best customer survey?

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