Bring Your Survey Program into the Modern Day

By: Kate Zimmerman

July 24, 2015

Sentiment Analysis
Social Customer Care
Social Engagement
social listening
social media
Speech Analytics
text analytics
Voice of the Customer

We’ve all heard it before: surveys are at the crux of every successful CX program. And the numbers agree—96% of companies with a Customer Experience Management program use surveys. However, many of your customers are fatigued with surveys. They see them over and over again and often don’t have the time or see the value in completing them.

Forrester Analyst Maxie Schmidt-Subramanian recently released a report on going beyond surveys. Surveys, by their nature, cannot cover the entire customer experience. They miss the vast majority of your customers, are often delayed, and are only as good as your questions. So how can you make sure that you are receiving a complete CX picture?

Modernize. Surveys have been around for a long time and they aren’t going anywhere any time soon. However, the widespread use of mobile is opening a new way to use them. When used effectively, mobile surveys can reach your customers in real time and capture their true feelings in the moment. Ride-sharing app Uber bases their business model off real time surveys, asking the driver and rider to rate each other immediately after each and every ride.  By reaching their customers at the point of service, Uber has modernized the use of traditional surveys

Integrate. Many customers are turning to social media to share their feelings on brands. Combining your survey data with social media analytics can provide a more thorough, real-time analysis of customer sentiment. Social can also provide demographic data, often including location, to help address your customers concerns as they happen. Combining these insights with your surveys will boost your customer experience program tremendously.

Adapt. Customers today are very accustomed to immediate gratification. Use that to your advantage in customer experience by going where they are. Take advantage of rising use of wearable tech to monitor what your customer is doing and then meet them where they are with dynamic surveys. Don’t send the same standard survey to every one of your customers—knowing where they are allows you to send quick, targeted surveys which your customers will be much more likely to complete. For example, as your customer is walking out of a grocery store, send them a quick notification to their Apple Watch asking how their shopping trip was. As wearables become more refined and commonly used, the opportunities to interact with your customers and improve their experience are endless. Stay ahead of the curve by starting now!

Your customers’ expectations are growing each and every day. Modernizing your survey program, integrating it into your additional data streams, and adapting to changes in user experiences will create a more thorough picture of your customer’s experiences.

Learn more about going beyond the traditional survey in our complimentary Forrester report, Beyond Surveys: New Tools for More Effective CX Measurement.


Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.