{"id":32450,"date":"2021-11-05T00:00:00","date_gmt":"2021-11-05T00:00:00","guid":{"rendered":"https:\/\/hyken.com\/guest-post-are-customer-surveys-the-best-way-to-receive-feedback-about-your-brand\/"},"modified":"2023-10-27T18:27:04","modified_gmt":"2023-10-27T18:27:04","slug":"guest-post-are-customer-surveys-the-best-way-to-receive-feedback-about-your-brand","status":"publish","type":"post","link":"https:\/\/hyken.com\/customer-experience\/guest-post-are-customer-surveys-the-best-way-to-receive-feedback-about-your-brand\/","title":{"rendered":"Guest Post: Are Customer Surveys the Best Way to Receive Feedback?"},"content":{"rendered":"Jacob Borgeson is the Product Marketing Director at Khoros<\/a> where he helps brands understand how communities can help their businesses. He shares the challenges and limitations of using surveys to gather feedback about customer experience. <\/em>\r\n\r\n\r\nSurveys will always be a critical component of a brand\u2019s customer engagement strategy. Not only are they essential for businesses to improve, but they provide an outlet for customers to share meaningful brand feedback.\u00a0<\/span>\u00a0<\/span>\r\n\r\nCustomers are often more than happy to provide brand feedback, as data suggests\u00a0<\/span>81%<\/span><\/a>\u00a0of people are willing to participate in a survey regarding a recent customer service interaction. However, surveys are not the end all be\u00a0all of\u00a0improving your customer experience. While surveys can provide insight into the customer sentiment, it\u2019s vital to understand their capabilities and limitations.\u00a0<\/span>\u00a0<\/span>\r\n

Surveys don\u2019t tell the whole story<\/span>\u00a0<\/span><\/h3>\r\nMost customers want to provide feedback to your brand, as\u00a0<\/span>64%<\/span><\/a>\u00a0of consumers appreciate when a brand seeks out their feedback or opinion in a survey.\u00a0<\/span>\u00a0<\/span>\r\n\r\nSurveys give consumers the opportunity to voice their opinions and to interact with the brand.\u00a0<\/span>Research<\/span><\/a>\u00a0shows that customer intent, when completing a survey, is usually either extremely positive or extremely negative. These types of results often paint a skewed picture of your brand, with results on both ends of the spectrum providing little insight of actionable areas for improvement.\u00a0<\/span>\u00a0<\/span>\r\n\r\nWhile brands can and should utilize surveys, it shouldn\u2019t be the only way you obtain feedback. In fact, many companies are unaware of the plethora of unsolicited feedback that exists in more organic channels. Your customers are talking to you about your brand, and now is the time to listen.\u00a0\u00a0\u00a0\u00a0<\/span>\u00a0<\/span>\r\n\r\nConsumers are willing to give brands feedback, the challenge is finding the right way to gather these insights so all customer experiences can be shared and heard.<\/span>\u00a0<\/span>\r\n

Is the feedback\u00a0really real?<\/span>\u00a0<\/span><\/h3>\r\nWhile surveys provide valuable feedback, there may be better ways to obtain customer feedback. A few issues with surveys include low response rates, skewed results, and incomplete data.<\/span>\u00a0<\/span>\r\n\r\nResponse rates for surveys tend to be low, as\u00a0<\/span>Customer Thermometer<\/span><\/a>\u00a0notes that only 5-30% of customers will fill out the survey. Receiving feedback from one-third or less of your customers does not provide you a statistically significant amount of data to base decisions on \u2014 especially when the people sufficiently motivated to complete a survey are either the happiest or most upset few!\u00a0<\/span>\u00a0<\/span>\r\n

The next challenge comes\u00a0as a consequence of\u00a0trying to inflate the response rate \u2014 bias. <\/span><\/h3>\r\nOne of the most popular ways to address low response rates is by offering compensation to complete a survey, but this can result in consumers providing low-quality feedback. In a\u00a0<\/span>survey by\u00a0Khoros<\/span><\/a>, 23% of participants admitted they sometimes take feedback surveys to get a reward, but don\u2019t provide honest feedback. Survey results could also be skewed by employees, who may encourage customers to give positive feedback. In fact, the same survey above found that 37% of customers are hesitant to provide\u00a0<\/span>negative<\/span><\/i>\u00a0feedback if they think it will affect an employee\u2019s job. Negative results are particularly important in highlighting areas in need of improvement. In many executives\u2019 minds, the negative feedback is what they need to understand business problems and fix them! All this must be considered when determining the best method to gather CX data.\u00a0<\/span>\u00a0<\/span>\r\n\r\nFinally, surveys can also be challenging to analyze because they may have incomplete data. In some cases, brands may receive partially completed surveys that provide limited information. Furthermore, a lot of surveys typically only ask about a single interaction with a brand because\u00a0<\/span>consumers are more likely to respond to short surveys<\/span><\/a>. However, getting feedback about a single interaction doesn\u2019t give a full perspective about the customer\u00a0experience as a whole.\u00a0<\/span>\u00a0<\/span>\r\n\r\nA\u00a0<\/span>majority (76%)<\/span><\/a>\u00a0of consumers think a brand should care about their overall experience. If you are not collecting data about your overall customer experience, you are missing out on opportunities to improve. If you cannot get reliable data from your surveys, it may be time to look at different avenues.\u00a0<\/span>\u00a0<\/span>\r\n

\u00a0<\/span>Unsolicited feedback is the key to success<\/span>\u00a0<\/span><\/h3>\r\nWhile surveys will always be a vital component of a brand\u2019s CX strategy, it\u2019s crucial to accompany these efforts with unsolicited, unfiltered feedback to encapsulate the full customer experience. Luckily, your customers are already providing this feedback through alternative channels.\u00a0<\/span>\u00a0<\/span>\r\n\r\nFeedback in the form of online reviews, social media interactions, community forums, support interactions via chat, email, or phone, and other methods is more likely to reflect genuine opinions and opportunities for customer service improvements. Capturing this feedback can help your brand evaluate what areas you\u2019re doing well in, and where you can improve as well.<\/span>\u00a0<\/span>\r\n\r\nFurthermore, brands can see how other users respond to this feedback to see how the conversation changes in real time, and they may be able to get ahead of issues before they have a chance to progress.<\/span>\u00a0<\/span>\r\n

Improve customer experience by understanding the whole picture<\/span>\u00a0<\/span><\/h3>\r\nGathering customer feedback is essential to tweak and improve your brand\u2019s CX strategy and provide the best experience possible. Surveys are a\u00a0tried and true\u00a0method for gathering feedback, but the results of this solicited feedback come with some challenges and limitations. To address the areas where surveys fall short, brands must utilize alternative methods to capture customer opinions. Getting feedback through your everyday customer interactions in support, online reviews, social media, and community forums will help fine-tune your brand\u2019s customer experience and unlock long-term brand loyalty. It\u2019s not easy, but the value you uncover, and the speed with which you gather these insights will help you compete and win in our more dynamic, digital-first world.\u00a0<\/span>\u00a0<\/span>\r\n\r\nRead Shep\u2019s latest Forbes article: Forrester Research Uncovers Big Changes In Customer Experience For 2022<\/a>\r\n<\/em>","protected":false},"excerpt":{"rendered":"

Jacob Borgeson is the Product Marketing Director at Khoros where he helps brands understand how communities can help their businesses. He shares the challenges and limitations of using surveys to gather feedback about customer experience.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6791],"tags":[2712,4718,4881],"acf":[],"yoast_head":"\nGuest Post: What's the Best Way to Receive Feedback?<\/title>\n<meta name=\"description\" content=\"While surveys can provide insight into the customer sentiment, it\u2019s vital to understand their capabilities and limitations.\u00a0\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hyken.com\/customer-experience\/guest-post-are-customer-surveys-the-best-way-to-receive-feedback-about-your-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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