A Complete Guide on Feedback Surveys and Their Importance


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Today, 56% of customers say they are loyal to brands that “get them” and align their approach with customers’ preferences.

But the main question is how can brands begin to understand their customers. The answer is very simple – it’s by asking them directly. Furthermore, the best method for doing that is by using a feedback survey strategy with the help of good survey software.

What is a Feedback Survey?

A feedback survey is a cycle or strategy to quantify clients’ joy, fulfillment, or devotion to your product or service towards your whole business.

With feedback surveys – taken using SMS survey software you will be able to understand how your clients feel about their encounters with your brand, further they will also be able to understand their preferences, expectations, and challenges when doing business with you.

Feedback surveys are designed differently for different companies, they are designed keeping in mind their business and objectives to measure customer sentiment.

Feedback surveys can either be long or short and can even consist of open-ended questions to get quantitative data or qualitative feedback like comments and thoughts from the customers.

Feedback surveys can be entirely different depending on the industry as well. For example, when measuring a patient’s feedback vs when measuring customer or student feedback, the questions in your feedback survey should focus on the individual experience.

A patient feedback survey can focus on patients’ experience with the doctor, staff, and so on during consultations, appointment booking, etc. A customer feedback survey can focus on consumer loyalty with exchanges like submitting a request, item conveyance, eating at the eatery, and that’s just the beginning.

In this article, we will allude to all different types of surveys such as Feedback Surveys or Customer Feedback Surveys.

Why Do You Need Feedback Surveys?

Irrespective of the feedback, whether it’s positive or negative, it should not matter to a company. It is okay if the company considers and accepts all input. But in general, the organization utilizes experience to make it a ceaseless pattern of working on its products and services utilizing customer service feedback.

One thing that should be remembered is that companies that are top-rated are just because they do not rest after getting negative feedback. Instead, their work starts after they receive negative feedback. For them, their continuous improvement is not just a phrase but a tireless effort to make their best products even better.

They do it simply by focusing on the feedback they receive from the overall organization, which also includes employees, customers, clients, suppliers, vendors, and stakeholders.

So, if you want to be on the top, you don’t just have to conduct feedback surveys, but also accept and understand them so that you can convert your organization’s weaknesses into strengths.

Surveys Provide Opinions and Suggestions

Whether you are selling items, offering services, or dealing with a lot of workers, feedback surveys assist you with paying attention to opinions and suggestions.

For instance — a VoC feedback survey assists organizations with understanding what clients think and what they anticipate. It likewise tells about regions that can be improved, things contenders do any other way, and to check the presentation of a product prior to sending it off.

Each time a business is speaking with a client, worker, vendor, or partner, it is indulging in verbal feedback. With the development of online feedback survey tools, an ever-increasing number of organizations are presently taking on a digital way to deal with feedback.

Provides Realistic & Unbiased Feedback

Either online or verbally, respondents need to make sure that his/her viewpoint or feedback is received, understood, and acknowledged. A company needs to tell respondents that their response is adding value to the betterment of products or services.

If a company succeeds in providing this impression, then customers feel valued, which further results in realistic or unbiased feedback.

It’s practice to reach out to respondents and let them know that their feedback matters. By doing this, companies are showing a positive picture of their business good brand.

Additionally, conveying to respondents that their feedback is bringing the change they expect is an excellent strategy for providing a satisfying customer experience.

Increases Customer’s Loyalty Towards Your Brand

At a point when you ask your client for feedback, you are simply inviting them to a process that motivates change. It not just makes them a piece of a strategy driving development, yet it likewise helps in expanding client loyalty towards your brand.

At the point when clients get a sensation of belongingness, they begin checking out your products or services from different perspectives. Asking consumers and employees to give their feedback is like creating and letting them know that their viewpoints really do make a difference to figure out the business strategies.

Feedback received from the clients, sellers, partners, and so forth goes about as a portion of inspiration to beat their expectations and foster better working relations.

Negative Feedback Helps Make Better Decisions

Don’t ever make the mistake of criticizing negative feedback. A good business always considers negative feedback as fuel to enhance its performance. When negative feedback is found to be constructive feedback, it can help companies in making better decisions. And these decisions can further increase performance and satisfaction.

How to Create a Feedback Survey?

Feedback surveys can cause blunders if they are misused. Nonetheless, it becomes super powerful when used in a correct manner in the right context. Whether you are using Net promoter score question, CSAT, CES, or utilizing some other technique to collaborate with individuals, collecting customer feedback surveys is by far the most popular, convenient, and effective platform.

However, the problem emerges when the texture of an appealing, engaging, and accessible survey is woven with the wrong pattern. A customer survey becomes meaningless if you mess it up with an excessive number of questions, utilize leading inquiries, inadequately phased questions, or ask questions irrelevant to your motive.

Cint research says that 62% of consumers are inclined to purchase from a brand that has asked them for an opinion. Additionally, 52% of customers experience a loyalty boost when a specific brand asks them for feedbacks.

Hence, you want to have an appropriately planned questionnaire that peeks directly and straightforwardly into the brains of individuals and sorts out their perceptions.

Design Feedback Survey as Per Audience Expectations

A survey that is designed holistically will yield a reasonable completion rate. You need to make feedback questions that will keep potential respondents interested. Plan a survey in such a way that it will create a comfortable and convenient environment for the audience’s expectations, interests, browsing habits, and, most importantly, for their mobile device.

Design the Survey Questionnaire With the Motive of Survey

To decrease customer churn is the main objective of designing and branding a customer feedback survey. Nonetheless, before creating a survey, using survey software, it is necessary to understand the main motive behind the survey creation.

You need to ask yourself, for what reason are you conducting this survey? What is it that you need to accomplish from this survey? How would you plan to use the data collected through the surveys? And what audience do you specifically want to target?

Answering all the above questions will help you understand the goal behind conducting a specific feedback survey. You need to grasp the purpose of the survey first. Then, at that point, it becomes more straightforward to choose the kind of questions that are all around adjusted to meet your motive.

Utilize a Customer Journey Map for Constant Improvement

The majority of the responses gathered from clients during their process are subjective as well as quantitative. These surveys in general are explicitly intended to accumulate qualitative data. This is that data that educates you concerning what your clients are thinking, issues they are facing, and inquiries they pose.

Then again, the quantitative information is in a numeric structure addressing the dropout rate, key business measurements, rating, and so on.

At the point when you carefully utilize brilliantly planned feedback surveys and plan them to the right place of the client venture, then it makes it harder for clients as well as prospective to leave in the center. The information gathered at each stage and in each review gets a wealth of significant worth.

It assists in understanding the progressions you need to make at each step and in each office to improve the client journey at each point. Utilizing feedback surveys to further develop business and update the client venture must be an endless cycle.

Vinod Janapala
Vinod Janapala - Product (SaaS) Marketing & Customer Analytics Lead. Vinod is keen on such topics as Marketing, Customer Experience, SaaS Challenges, and Personal Growth.


  1. Thanks for sharing, we used some of these concepts today in a meeting we had. Agree on the crucial role of feedback surveys in understanding and meeting customer expectations. Interesting unique point of view. Thanks again!


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