Tying Surveys to Business Metrics

By: Lisa Sigler

July 10, 2015

customer experience management
Customer Feedback

Have you been trying to defend the cost and effort of your survey program (to your executives or even to yourself)? Tying customer surveys to real business metrics transforms your surveys from a channel that yields mildly interesting trivia about your customers’ experiences to an invaluable source of business intelligence. Using metrics, you can assign accountability, improve the bottom line, and prove survey ROI.

Connect feedback with outcomes. Don’t just determine which parts of the customer experience your customers like or dislike. Pair sentiment analysis results with numbers like churn or low Net Promoter Scores (NPS) to determine which experiences are having the greatest positive or negative impact. What are the biggest reasons that customers return, or rave about you to their friends? What are the biggest reasons they decide not to come back? Which problems are the most urgent to address?

Share responsibility. Once you’ve looked at the outcomes, you can determine which groups in your organization can fix your biggest problems. Give internal teams responsibility for implementing improvements in these areas and driving up the scores. Attaching compensation incentives to these improvements keeps everyone working toward the same goal and makes your survey program a high priority for all of your employees.

Follow the money. The insights you uncover may drive decisions about the product mix, pricing, inventory, operational improvements, branding, social media engagement, and a host of other areas. Whatever you undertake as a result of your survey, however, should ultimately lower your costs or drive revenue (ideally, both!). And really, isn’t the bottom line the metric you should care about most?

Justify the investment. When you’ve proven that your survey program is helping you triage problems, rally your employees, raise NPS, and improve your overall business outcomes, it will be easy to defend the time, effort, and cost of implementing an advanced, well-designed survey program.

Tying surveys to business metrics is the right way to make sure your surveys stay relevant and supported by your entire team, from executives to frontline employees.

For more tips on implementing or rejuvenating your survey program, check out our Ultimate Guide to Survey Success.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.