Photo by Tbel Abuseridze on Unsplash


Customer satisfaction is important to any business and aside from gaining and attracting new customers, being able to retain existing ones is just as critical.

One of the best strategies to use when gathering valuable insight about your business is using a customer feedback survey.

Customer feedback surveys allow you to gather feedback on your customers’ likes, dislikes and overall experiences to help you uncover what’s working and what isn’t.

Initiating the survey seems easy enough, but there’s a lot more to it.

For valuable insights, there are basically two types of surveys:

1. Demographic Data

Typically, demographic data provides characteristics such as age, gender, income, language and location.

2. Psychographic Data

Psychographic data is qualitative vis-à-vis demographic data, which is quantitative. It includes a consumer’s feelings, interests and opinions.

Note: Two consumers might be similar in demographics, but can be different in psychographics. Therefore, they shouldn’t be lumped together in the same grouping.

Being able to properly collect the data and know what trends and patterns to look for when analyzing your findings will help you continue to improve your business. 

Typical best practices for collecting accurate and usable survey data

Firstly, remember you must be careful in how the consumer’s feel about your survey itself – the act of completing a survey must be a positive experience for them in completing the survey.

So formulate your questions well with consistent metrics among your target audience to track their evolving opinions.

Be mindful of your phrasing. It needs to be personalized for each group while making sure you get consistency in metrics.

Incorporate numerical scales. This will enable you to get simple positive or negative responses such as in a 1-10 ranking or a scale yielding “disagree,” or “disagree” responses.

Multiple-choice questions can be helpful in learning about products or the customer experience perception.

My personal impression is that asking open-ended questions reveals the most-thorough information.

Check out this beginners guide on survey data analysis from Chattermill that lays out types of data, peak times to send out surveys and how to know the data you collect is statistically significant.

Or, take a look at the visual recap below:

From the Coach’s Corner, editor’s picks:

Your Best Source for Business Advice: Your Customers  — The new economy – with a highly competitive marketplace – is making it becoming harder and harder to for businesses to sustain growth. So customer engagement and word-of-mouth advertising have taken on an increasing importance.

Strategies for Maximum Customer Loyalty, Profits — Customer retention is important for profits in good times and bad. Here’s what to do.

Strategies — Know When to Send Your Marketing Emails — If you pick the right subject and time, you’ll increase your odds for the most-opening and clicking rates. Otherwise, people might unsubscribe from your list.

Invigorate Sales with 11 Customer Retention, Referral Tips — How to attract and keep brand evangelists with customer service and word-of-mouth advertising.

For Profits, Align Sales and Marketing … Here’s How … — Alignment of sales and marketing is crucial for your success. Incohesive sales and marketing strategies result in wasted resources and a poor return on your investment.

“When you think of customer research, chances are you think of surveys. Used alongside other strategies, they can be an important way to learn more about your customer’s needs, wants and habits.”

-John Rampton


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.