7 Best Customer Experience Survey Practices You Have to Follow!

Maulik Shah
Jul 08,2020

Crafting truly effective Customer Experience Surveys are tricky.

Our number one effort always lies around trying to respect customers by not bombarding them with surveys and gather the feedback in as few questions as possible.

But do you really get the desired results every time?

Hence, here are the 7 things you have to keep in mind while building and distributing customer experience surveys.

7 Customer Experience Survey Best Practices

  • Be clear about the questions

Since your goal is to get feedback for as many questions as possible, it is important to be very clear about each of your questions that you present to your customers.

Make sure that your customers understand the questions in one go and are not having a hard time understanding either the language or the meaning. Because if they can not figure out what exactly you are asking, then they are most likely to step out of your survey.

  • Use open-ended questions carefully

The most important type of questions and you should use them sparingly.

With open-ended questions, customers require some more time to complete than other question types. And while sending surveys if we assure them only a minute or two to complete a survey, then think about optimizing the experience for responders accordingly.

If you include many lengthy questions, it would surely fail to receive the response you are looking for.

  • Think about the questions’ order carefully

While ordering your questions, it is important to keep the flow of the survey in mind. A well-structured survey keeping the flow in mind will yield a positive response.

Some tips for ordering your question set:

 - Put higher-level questions that get respondents familiar with the survey taking process at the beginning of your survey

 - Slowly include the questions that address more complex or granular topics

 - Before sending out, do a dry run of the survey experience, specifically to judge the question flow before distribution.

  • Respond to negative feedback. ALWAYS

Whenever you receive negative feedback from customers in regard to their experience with your brand, your response is imperative. As Customer Experience Surveys are critical to business success.

The best way is via a personal phone call or email. This will assure them that you truly care about their experience.

You can also follow up with a small gift, handwritten note. Such things may take time, but after some time it would give you some positive things that you can work on.

Here, timing is very important. Whenever you get the customer experience response, sit through them, respond to negative customers, and reach out.

  • Do not forget the positive responders

It is part of a gesture to thank the responders who provide positive feedback. Even hand-written positive notes/personalized emails are also a great way to reply to positive feedback. This would make them a brand loyalist or brand evangelist!

  • Develop a Board of Customers program

If you have a group of customers that have been using your product or services for an extended period of time, invite them to become a part of a Board of Customers. It can be a great way to build rapport with top clients and receive their feedback in a more personal manner.

  • Keep some questions optional

Especially the intimate questions about things like your customer’s gender, age, income should be handled delicately. Because not all people would be comfortable sharing this kind of information. Hence, it is essential to keep such questions optional.

Otherwise, the people that are uncomfortable would stop taking your survey as people are very sensitive to the kind of information they are giving away.


That’s probably everything you have to keep in mind for a great customer experience survey. Do let us know what you think about them or if you have other practices in mind.

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