7 Common Mistakes To Avoid In Your Customer Satisfaction Surveys

Contributed Article by Katie Pierce

Customer satisfaction surveys are an important tool for businesses to gauge how they are doing and identify areas for improvement. These surveys are completed by customers, and this makes them great indicators of whether you’re providing a useful service. They allow you to gather real-time responses and feedback from your audience in a non-invasive way and can give you deeper insights into the way you operate your business.

Whether you’re sending out your customer satisfaction survey for the first time, or doing a quarterly review, it’s important to keep in mind the best practices when it comes to conducting these surveys. However, surveys can also be tricky to design and administer. In this blog post, we’ll explore seven common mistakes businesses make when administering customer satisfaction surveys, and how to avoid them. 

Customer Satisfaction Survey Quality

Customer satisfaction surveys are a useful tool to solicit feedback from customers. However, the quality of these surveys can vary greatly. In order to get the most accurate and useful results, there are a few things you can do to improve the quality of your customer satisfaction surveys. 

Avoiding Customer Satisfaction Survey Mistakes

One of the best ways to improve the survey quality and get more useful feedback is to avoid making mistakes in their design. By avoiding some of the most common mistakes, you can improve your outlook on customer feedback and boost the success of your marketing campaigns.

Here are seven common mistakes to avoid when designing a customer satisfaction survey:

1. Not Defining Your Goals 

The first mistake businesses make is not defining their goals for the survey. What do you want to learn from your customers? What areas do you want to improve? Without a clear goal, it will be difficult to design an effective survey.

What are Defined Goals in Customer Satisfaction Surveys?

In order for customer satisfaction surveys to be effective, businesses need to have clear goals for what they want to learn. Without a clear goal, businesses may end up with survey results that are difficult to interpret or use. 

Set definite survey goals. By defining your goals before you create your customer satisfaction survey, you can ensure that you get the information you need to improve your business.

2. Asking the Wrong Questions

When you’re trying to gather information about your business, it’s important to ask the right questions.    

  • Avoid asking too general questions. Questions that are too broad won’t give you the specific information you need to grow your business. 
  • Avoid double-barreled questions. Be sure to avoid questions that can be interpreted in multiple ways.  

Ask specific questions. Instead, ask identified or clearly defined survey questions that will give you the best possible responses and information you need to make the necessary changes.

Survey Data Quality Protection

To ensure reliability and accuracy in your survey responses and data, it is important to ask the right questions and take measures in protecting the quality of your survey data

Implement data security. By implementing some data quality protection, you can be confident that the results of your survey are accurate and reliable. This entails everything from designing questions that are clear and concise to taking measures to safeguard the data from error and bias.

3. Not Reaching a Representative Sample 

If you do not reach a representative sample, it can lead to inaccuracies in your survey results. This is just one of the potential issues you may face. If your survey only includes a small number of people, it’s not going to be representative of the whole population. This means that your results could be skewed, which isn’t helpful if you’re trying to make decisions based on those results.

Reach the Right Customer Demographic

If you’re only sending your survey to a small group of people, you’re not going to get as many responses as you would if you sent it to a larger group. This means that your results may not be as reliable as they could be. 

Customer demographic affects survey data quality. If you don’t reach the right customer demographic, you could end up with inaccurate, biased, or low response rates. Keep this in mind when designing your survey and make sure that you’re reaching the right people.

4. Neglecting Survey Data Analysis

One of the most important ways to gauge customer satisfaction is through surveys. However, it is not enough to simply collect this data – it is also essential to analyze it and use it to improve your business. 

Survey data analysis helps find vital information. If you do not take the time to analyze your customer satisfaction data, you will miss out on important insights that could help you make your business more successful.

Why is Survey Data Analysis Crucial?

There are several reasons why analyzing customer satisfaction data is so important. Here are a couple of them: 

  • Helps identify areas for improvement. First, it can help you identify areas where your business needs improvement. Maybe customers are unhappy with your product quality, or maybe they are dissatisfied with your customer service. By analyzing survey data, you can pinpoint the areas of your business that need the most attention.
  • Helps track progress. Second, analyzing customer satisfaction data can help you track your progress over time. You can use this data to see if your efforts to improve customer satisfaction are actually working. Are your customers becoming more satisfied with your business? Or are they still unhappy? By tracking your progress, you can adjust your strategy and make sure that you are actually making progress towards your goals. 

5.  Survey is too long

If the customer satisfaction surveys are too long, customers may become frustrated and less likely to complete them. There are a few reasons why long surveys can be problematic.  

  • Long surveys are time consuming. First, customers may not have the time or patience to complete a lengthy survey. 
  • Long surveys can be tedious. Second, long surveys can be repetitive and boring, which may lead customers to provide less accurate information. 
  • Small sample size. Finally, businesses may have difficulty getting useful data from long surveys due to the small sample size of respondents. 

How Long Should a Customer Satisfaction Survey Be?

When designing a customer satisfaction survey, it is important to balance the length of the survey with the amount of information you want to collect. They should be long enough to get meaningful data, but not so long that they become a nuisance for customers.

6. Not Acting on the Results

Customer satisfaction surveys are an important tool for businesses to gauge their level of performance. It is crucial to take action based on the survey results, as ignoring them can lead to negative consequences.

How Does Taking Action on Feedback Affect Customer Satisfaction? 

  • It shows that you value your customers’ opinions. Acting on these results shows customers that you care about their experience and are willing to make changes to improve it. If you do not act on the feedback, customers may think that you do not value their input and that you are not interested in making improvements.
  • It helps improve customer experience.  Also, taking action based on the customer satisfaction survey results can help you to identify problems with your business. If you see that there are consistently low scores in certain areas, you can take steps to address these issues. This can help to improve the overall customer experience and make your business more successful. 

7. Failing to follow up with customers after the survey

It is not ideal to fail to follow up with customers after the survey, as this conveys a lack of concern for their feedback or experience.  

  • Failing to follow up can lead to negative feelings. This can foster feelings of mistrust and resentment, which can damage the relationship between customer and company. 
  • Increased customer churn rate. Furthermore, failing to follow up can also lead to customer churn, as customers may feel that their feedback is not valued and may take their business elsewhere. 

Why are Survey Follow-Ups Important?

It is important to follow up with customers after the survey to ensure that they had a positive experience and to thank them for their feedback.  

  • Shows appreciation for cooperation. First, they show that you appreciate the time that your respondents have taken to complete the survey.
  • Helps clarify questions. Second, they give you an opportunity to clarify any questions that may have come up during the survey.
  • Helps build healthy customer relationships. And finally, follow-ups give you a chance to build a relationship with the customer and continue to gather valuable feedback. 

Implement effective survey measures. Additionally, following up with customers through an effective customer health score system shows that you value their input and want to make sure that their needs are being met. By not following up with customers, you are missing an opportunity to improve your relationship with them and to gain valuable insights into their needs.


Customer satisfaction surveys can be a valuable tool for businesses if they are performed correctly, but there are a few common mistakes that can reduce the usefulness of the results. To avoid these pitfalls, make sure to design your survey carefully and implement effective measures that will help you obtain the best possible data. With a little effort, you can collect valuable feedback that will help develop your business.

Is Customer Experience The Ultimate Marketing Tool?

Contributed article by Frank Hamilton

Advertising surrounds us everywhere. Companies have to try hard to stand out from the crowd and prove that their product or service is trustworthy to customers. Improving marketing customer experience is one of the top opportunities to turn customers into brand ambassadors, win more clients, raise brand awareness and get a competitive edge. But is customer experience the ultimate marketing tool in 2022? Let’s find it out.

What Is Customer Experience?

To put it simply, customer experience in marketing is a general term that covers all the impressions the customers have when interacting with a brand. In response to digital marketing development, customer experience has become one of the strongest digital trends of recent years.

This marketing tool creates the conditions for interacting with customers to meet or exceed their expectations. Customers go through many points of interaction with a company. And it is very important that at each of these points your customer is satisfied.

Modern marketing is customer-centric so the customers are the only ones to decide what kind of products to buy, and what level of service to choose.  In a couple of clicks, customers can view product features, reviews, and ratings, and decide “To buy or not to buy?” They can quickly change brands without compromising themselves if a competitor offers a better product, or service or anticipates their desires.

In such an abundance of choice, when the customer experience is far from being enjoyable, 32% of modern users are willing to give up on their favorite brand. At the same time, one unsatisfied customer will tell about their negative experience to 16  friends and damage the company’s reputation with the word of mouth.

Why Is Customer Experience So Important?

Let’s be honest with each other – there is no perfect marketing tool that will fit every company and every brand. But improving customer experience day after day is a must-follow strategy for every company. Firstly, a positive customer experience is a confirmation that your core business processes are set up right. After all, if at any point of interaction your customer isn’t happy, you need to make adjustments to your team or your marketing strategy. What’s more, the customer experience is directly dependent on employees being competent, responsible, and proactive.

Here are a few more reasons why companies should care even more about a successful modern customer experience:

 1. Increase the Check

Modern customers will never be satisfied with little. Today, they want the most from brands and companies at every stage of interaction. Studies show that 86% of customers are willing to pay more for good service. This means that companies with a customer-centric marketing strategy will be able to earn even more and grow their company faster.

 2. Win More Customers

Customers want a personalized approach that will cater to personal wishes and requests. Targeted advertising, smart content marketing and blogging increase customer trust and loyalty, allowing you to stand out from other similar brands. And as a result, grow the number of leads and customers. Surveys show that 80% of consumers are more likely to make a purchase if a company offers a personalized approach.

 3. Stand Out From the Competition

Customers today have a wide range of services and products to choose from, so companies should try hard to stand out. A positive customer experience is one effective way to stand out from the competition, and most importantly, to build loyalty and retain customers for a long time.

 4. Lower the Cost per Lead

Word of mouth is free advertising for your company. And it’s worth noting that it’s very effective. According to studies, more than 92% of consumers use reviews to make a purchase decision. Therefore, every satisfied customer can become an ambassador for your brand in the future and help you attract new leads with the power of social proof. Here is how you won’t have to spend any extra money to acquire new customers.

 5. Create a Recognizable Brand

Loyal customers help take a brand to the next level. After all, globally popular brands have become popular because of the consistent digital consumer experience they delivered for years. One of the ways to create a recognizable brand is to tell your potential customers about it as much as possible through highly qualified content since to date, content importance for blog is growing. This is the tool to build loyalty and improve your SEO performance at once.

How To Improve Customer Experience? 

Customer experience is one of the most important marketing tools that determine how successful your company or brand will be. So here are some important tips that can help you stand out with the best customer experience.  

  • Develop an omnichannel strategy to enhance the customer experience. Always be accessible to your customers. For example, if the customer feels more comfortable contacting you through social media, you should be ready to support them via social channels. If the user likes to find information on their own, run a meaningful blog. If the customer wants to contact you after business hours, it would be nice to offer them a chatbot. It will stay in touch with your customers 24 hours a day, which will allow for a better customer experience. Look here for more insights into omnichannel customer experience and the benefits it drives.
  • Train your employees. At certain stages of interacting with the brand, your customers will work with your employees. Be sure that they correctly communicate the company’s values and culture, and have perfect knowledge of the product and the algorithm for dealing with various atypical situations. Regular training sessions can help your sales, customer support, and marketing teams provide impeccable assistance.
  • Provide feedback on time. Listen to and read feedback from your customers. Use this information wisely to improve your service and product. Once you have worked out the weaknesses, try to keep your customers informed about the work done, the troubleshooting, or the improvement of the service.
  • Optimize the customer journey. Identify all stages of the customer’s interaction with your company. Think about how you can make customers’ experience of choosing, buying, using, and committing to your brand stronger and more positive. Use analytics and Big Data to keep up to date with your customers’ preferences and desires.
  • Collect feedback and ratings. Monitor the feedback and ratings you get from customers. If some of these are negative, respond immediately and try to rectify the situation by offering an alternative, a discount, or a personal offer. This will help to retain the customer and save your reputation. Encourage satisfied customers to leave positive feedback as well.
  • Implement loyalty programs. The main aim of a loyalty program is to build long-term relationships. Only sincere attention and a personalized approach will persuade customers to stay with you for the long term. A good loyalty program helps increase lifetime customer value (LTV), the loyalty index (NPS), and grow brand advocates, who are particularly useful in attracting new leads at no extra cost. 


Customer experience is the ultimate marketing tool. If consumers like you, they will happily spend money on your product and recommend it to others. In a world where competition between brands is huge, the one who manages to make more people fall in love with you wins.

How to Write a Creative Customer Feedback Survey Invitation

Contributed post by Erica Sunarjo is a content marketing specialist at TrustMyPaper and a committed copywriter at term paper writing service. She often works with bloggers, content marketers, professional dissertation writers, and business owners to create value-packed content for businesses.

Customer experience is the foundation of running a successful business, and research proves that 84% of companies that try to improve their customer experience witness an increase in their revenue. The best place to seek for ideas on how to improve your CX is customer feedback.

With customer feedback, you can get direct insight into what customers think about your business and your services. Based on their shared experience, you can work on those aspects that need improvement and ensure that you fix all bugs and issues.

The consumers prefer companies who care about their opinion. That is, 77% of consumers view brands more favorably if they ask for customer feedback. Showing interest in your customers’ thoughts and feelings is a huge plus in this money-chasing world.

However, the problem that brands face is how to convince consumers to take the survey. People are constantly receiving survey invitations, and they aren’t always up for taking some time off their busy schedule to answer brands’ questions.

So, what’s the solution here? How to get customers to fill in your feedback survey and help you improve your CX? The answer is that you have to get creative.

It’s time to put all your creative energy into writing an engaging customer survey invitation that will persuade your customers to leave their feedback.

But first, you need to ensure that the survey is optimized for mobile devices. Considering that 51% of global traffic comes from mobiles, it is most likely that that’s how the consumers will open your survey invitation. Coming across a distorted content will chase away the consumers faster than you finish saying, “take our survey.”

If you are asking for feedback via email (which most brands do), how you write the subject line can be the determining factor. The subject line has the biggest influence on your open rate, and if the customers don’t even open the email, they definitely won’t take the survey.

Boost customers’ interest in the invitation by writing a fun, creative, and personal subject line. Here are some examples to give you an idea of what can work:

  • How can we improve your (shopping) experience?
  • Got a minute?
  • Hi /name/, wanna talk?
  • Help us help you
  • Open up – we want to know about your experience

You might have noticed that these subject lines have something in common – they are customer-oriented. Present yourself as a listener. Use a friendly approach, relaxed writing style, and put the focus on the customer. That’s the winning formula for the subject line.

In case you get stuck, you can find thesis writing service to help you come up with a great subject line. Why thesis writing services? Well, paper writing services can be more affordable than directly approaching a professional writer. Also, thesis writers are experts when it comes to enticing headlines. And what’s an email subject than a headline to your email?

Just be careful not to go too far and make your invitation seem like spam. Using phrases like “Click to win something great” or “We have an amazing deal for you” can redirect your invitation in the spam folder. So, add a mental reminder: no clickbait!

Once you get customers to open your invitation, it’s time for the second challenge – convincing them to take the survey.

The body of your invitation needs to give recipients a solid reason to stick around. A good place to start is explaining to them why they should take the survey.

Be direct and let your consumers know how this survey will contribute to improving their journey as a customer. To make this explanation less general, you can add GIFs or write in a humorous tone.

Humor is the perfect tactic for leading the customers towards taking your survey. What humor does is that it gets people to relax and feel more comfortable. They start to feel as if a friend is asking for their opinion.

It’s a thin line between appropriate humor and going overboard, so you might want to ask for a second opinion.

Another good writing technique is personalization. Use the customer’s name in the invitation’s content. For example:

Listen John. It’s time to get real here. We want to make sure that you had a great time shopping on our site. But how can we know that unless you tell us?

The combination of humor and personalization can be a true winner. But if your brand’s personality isn’t a match to this kind of approach, you can simply adopt a friendly writing style with a pinch of funny.

Many customers are reluctant to take a survey because they don’t know how long it will take. So make sure that you mention an approximate time that the survey will take. To make it more creative, you can write something like:

We can shorten your boredom while you wait in line by 5 minutes.

Show customers that you can relate to their lifestyle, and that’s what will get them on your side.

Lastly, the most important factor in making creative customer survey invitation is originality. Try to intertwine your’ brand’s image with the content. Play around with phrases and sentences, and don’t be scared to try something new.