ImageConducting customer surveys can be a beneficial tool in gauging how your business is viewed from a customer standpoint. Often, we as business owners and employees, find ourselves having tunnel vision when it comes to customer perception. We believe that everything is great and customers see no negatives within our business’ services or products. However, this mindset results in complacency and lack of innovation. In order to remain relevant to customers, we must always know what the customer thinks of us, our products/services, and our future. We find our strengths and weaknesses in surveys, as well as our opportunities for improvement. Develop and enforce a suitable survey to find what your customers think of your brand and products/services; the feedback provided will help you create the strategy needed to strengthen your business.

A strong survey asks targeted and clear questions that elicit the response needed to make an educated analysis on the customer experience. It focuses on areas of interest that the company is looking for input on and draws out the necessary information from the consumer. This information is then used to re-evaluate the current process and development of a new process. In order to provide the customer experience that is desired and truly innovate, it is important that the customer’s voice is not only heard but heeded. A company’s future success is dependent on this.

A company that only focuses on what it believes the consumer wants instead of listening to the demands and paying attention to the trends will fail in the long run. Innovation, disruption, and competitiveness are based on customer experience which could be gathered through surveys and their analyses. 3 tips to build a customer survey that provides the insight that you want:

1. Never ask vague ‘how’ questions such as, how can we improve?
Essay style questions rarely get answered and if they do, the answers are usually too vague to use in a targeted analysis of the customer experience. The responses to these questions tend to result in answers that are not as quantifiable or usable in the overall analysis the company is looking to conduct.

2. Frame questions around one specific topic. Are you looking for information in how your brand is perceived? Supply chain? Customer experience? Ask questions related to those topics in particular instead of broad questions. You will get the information you want and need when you have a topic that you are interested in garnering information about.

3. Short and sweet is usually better than long and arduous. Keep your survey limited to few questions that touch on the topic of interest. Ten questions is usually a good number for a survey because people will be more honest in those ten questions than in 30 questions. The longer the survey, the more likely people will began to mark anything to get it over with, or leave it incomplete. Time is important to your target audience, so please remain cognizant of that.

Customer surveys are great tools to use when you want to ensure you are providing your customers with the best representation of yourself. The surveys provide insight into the minds of your consumers and their perception of your company. Utilize them when needed and you will find your company going in the right direction.

S. Hunt, CEO of Empowered Strategy: A Consulting Group, LLC

Empowered Strategy: A Consulting Group, LLC is a management consulting company that partners with businesses and non-profits to developing strategies to see their vision come into fruition. We help tackle critical challenges, implementation of new plans/processes, all for our clients to see an increase growth and revenue and strengthen their  current systems. You have the vision, we will make it reality.  Find us at