The benefits of conducting customer surveys

What are the benefits of conducting customer surveys, besides knowing what your customers think about your business? Here are six concrete benefits of conducting customer surveys:

• Gain valuable feedback. More important than knowing what a customer is thinking is why they’re thinking it, and what that means for your business. Often, customer surveys indicate areas for growth that business owners weren’t previously aware of, in addition to signaling what a business does well already.
• Understand your customers’ perspectives. Every customer is unique, meaning each customer’s buying journey offers businesses a different opportunity to craft a positive experience. By asking a range of specific and open-ended questions, you can gather a comprehensive picture of how positively or negatively customers view their interactions with your business.
• Identify patterns. After several iterations of customer surveys (and then analyzing the results), you should be able to identify patterns in the responses. Patterns may manifest in matrix rating scale questions or open-ended response boxes. Use these patterns to inform future decision-making.
• Help determine your priorities. By identifying patterns in the feedback received, your business goals and priorities may shift based on how customers perceive your brand. Ratings-based questions help identify areas of opportunity. If one segment of your business gets a consistently low score, it’s safe to assume there’s room for growth there. Highly rated areas might warrant continued investment.
• Analyze how changes are received. It’s important to consistently survey your customers, especially after implementing changes based on previous customer feedback you’ve received. Include specific questions related to the changes you’ve made, and analyze the answers to evaluate if the change resulted in a more positive or negative experience than before.
• Retain customers. Besides the fact that keeping customers happy means they can become loyal to your brand, customers love to know their feedback was valued and, even more, implemented.

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