{"id":52932,"date":"2018-01-08T05:48:14","date_gmt":"2018-01-08T13:48:14","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=52932"},"modified":"2023-08-18T04:51:31","modified_gmt":"2023-08-18T04:51:31","slug":"top-10-tips-design-perfect-customer-experience-survey","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/","title":{"rendered":"Top 10 tips to design a perfect customer experience survey"},"content":{"rendered":"\n<p><span data-preserver-spaces=\"true\">Using a customer experience survey can help you measure the degree of success your business has interacting with customers. By tracking the customer experience through <a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">surveys<\/a>, you can identify problem areas and make changes to improve the overall experience of your customers.<\/span><\/p>\n\n\n\n<p>In this article we will review what is a cx survey, three reasons it&#8217;s important,<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a customer experience survey?<\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">A customer experience survey allows you to capture a customer\u2019s emotions based on their experiences at various touchpoints on their <a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\" target=\"_blank\" rel=\"noopener\">customer journey<\/a>.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">To identify the most important <a href=\"https:\/\/www.questionpro.com\/blog\/customer-touchpoints\/\">customer touchpoints<\/a> of your customers, you must map the <\/span><span data-preserver-spaces=\"true\">journey of the customers<\/span><span data-preserver-spaces=\"true\">. Complete customer experience management is crucial for this.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">For example, you want to track the customer experience from the moment they think of your brand to their return as a repeat customer in the future. In this process, you should keep a close eye on what the customers say about your brand at every step. Using&nbsp;<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">customer experience survey software<\/span><\/a><span data-preserver-spaces=\"true\"> and CX survey questions can help you measure customer experience and <a href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\">customer satisfaction<\/a> at different touchpoints.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">One such example is the integration of AeroCRS with QuestionPro. This integration helps AeroCRS get real-time insights before, after, and during the flight. This software provides a powerful method of analyzing your brand from a customer\u2019s point of view.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">A CX survey looks at both structured data and open-ended questions. Data and customer suggestions can define the overall <a href=\"https:\/\/www.questionpro.com\/blog\/complete-guide-to-customer-experience\/\">customer experience<\/a> of your brand and help you improve customer service, satisfaction, and grow your loyal customers. The most important aspect of analyzing client experience survey data is to form accurate and actionable insights. While some expert-designed survey templates might just do the trick, it&#8217;s always best to know what forms a great design. Efficient market research digs deep into the experience of individual customers.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/client-management\/\" data-rich-text-format-boundary=\"true\">Client Management<\/a><\/p>\n\n\n\n\t<div class=\"banner-section wf-section\" lang=\"\" >\n\t\t<div class=\"right-column-container\">\n\t\t\t<div class=\"bannerbg white\">\n\t\t\t\t<span class=\"h1-2\">Create memorable experiences based on real-time data, insights and advanced analysis.<\/span>\n\t\t\t\t<a href=\"#userliteForm\" data-toggle=\"modal\" class=\"button w-button\">Request Demo<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"userlite-modal modal fade\" id=\"userliteForm\" tabindex=\"-1\" role=\"dialog\" style=\"display: none;\">\n\t\t<div class=\"modal-dialog\" role=\"document\">\n\t\t\t<div class=\"modal-content\" role=\"document\">\n\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t<button type=\"button\" class=\"close\" data-dismiss=\"modal\" aria-label=\"Close\">\n\t\t\t\t\t\t\t<i class=\"material-icons\">close<\/i>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"contact-us-form-wrapper contact-box\">\n\t\t\t\t\t\t<div class=\"userlite-form-wrapper\">\n\t\t\t\t\t\t\t<iframe src=\"https:\/\/www.questionpro.com\/userlite-form-blog-en.html?product=CX&amp;referralurl=https:\/\/www.questionpro.com\/blog\/wp-json\/wp\/v2\/posts\/52932&amp;lang=en&amp;cat=customer-experience|cx-2\" style=\"display: block;\" ><\/iframe>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"demo-form-wrapper success-message-div\" style=\"display:none\">\n\t\t\t\t\t\t\t<p class=\"success-message-para\"><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why are customer experience surveys so important?<\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">The CX survey is essential for businesses and organizations to understand what their customers think about their brand. It also gives you better insight into the entire experience journey and customer support. Other reasons you should consider customer experience surveys include:<\/span><\/p>\n\n\n\n<p><strong>1. Helps customer retention<\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">A happy customer is a returning customer. By tracking the entire customer journey, you can anticipate if any product or service is not heading in the right direction. Based on<\/span><span data-preserver-spaces=\"true\">&nbsp;customer loyalty<\/span><span data-preserver-spaces=\"true\">, you can also forecast future sales. Effective changes can be immediately incorporated to retain customers.<\/span><\/p>\n\n\n\n<p><strong>2. Helps identify your promoters<\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">A customer experience survey helps identify brand promoters or advocates. You can use the&nbsp;<\/span><a href=\"https:\/\/www.questionpro.com\/features\/net-promoter-score.html\"><span data-preserver-spaces=\"true\">Net Promoter Score<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;(NPS) as a starting point to categorize customers as promoters or detractors. You can also use this information to send targeted messages to customers and help convert detractors into promoters.<\/span><\/p>\n\n\n\n<p><strong>3. Help gather data to make informed decisions<\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">The best business decisions are based on data and rarely on a fluke. By gathering data, businesses can function smoothly and understand the choices of their customers.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Top 10 tips for designing customer experience (CX) survey questions<\/h2>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">Do:<\/span><\/strong><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">1. Set your goals<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">The first question you need to answer before you start designing your survey: what do you want the investigation to accomplish? Is it&nbsp;<\/span><span data-preserver-spaces=\"true\">customer feedback<\/span><span data-preserver-spaces=\"true\"> on one touchpoint or rating the entire experience? While the broader goal is usually measuring customer satisfaction (CSAT), writing down your goal simplifies your survey process.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">2. Choosing the right tool<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\"><a href=\"https:\/\/www.questionpro.com\/cx\/\">QuestionPro CX<\/a> is one of the most effective solutions for evaluating the customer journey. The real-time dashboard allows you to begin analyzing responses as they come in. It also has a <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/detractor-recovery.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">detractor recovery<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0feature to help resolve customer issues quickly before you receive <a href=\"https:\/\/www.questionpro.com\/blog\/bad-customer-experience\/\">bad customer experience<\/a>  reviews or publicity.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">3. Select a template and customize it if needed<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">It\u2019s always easier to work on a template rather than designing your survey from scratch. You can also customize it by using your brand logos and colors to make it consistent with your brand.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">4. Use open-ended questions<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Open-ended questions often generate better responses than structured or&nbsp;<\/span><span data-preserver-spaces=\"true\">multiple-choice questions<\/span><span data-preserver-spaces=\"true\">. Customers often give more insights into their opinions when you offer them an open format. Include open text questions in your <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-survey-template\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">customer satisfaction survey questions<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;to encourage customers to open up about their experience.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">5. Review your survey<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Once you finish designing, review it carefully for any loose ends. Put it through a pretest via a focus group to understand the responses in a better manner.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>The Hacker\u2019s Guide to Customer Experience.<\/strong> CX complexity depends on the needs each business or project has. We hope this free eBook helps you better understand how to make a successful customer experience program to gather insightful data and turn your customers into advocates of your brand.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you want to learn more about which CX metrics are the best ones for your business and what is considered a strong score, download our free eBook.&nbsp;<\/span><span style=\"font-weight: 300;\">&nbsp;<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/ebook\/hackers-guide-to-customer-experience.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>DOWNLOAD FOR FREE<\/strong><\/a><\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">Don\u2019t:<\/span><\/strong><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">1. Ask too many questions<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Keep your survey short and sweet. Respondents hate answering pages of questions that eat away at their free time. Ask what is most important in terms of collecting data. The most effective surveys have about five to ten relevant questions.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">2. No \u201cmandatory\u201d questions<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">You can\u2019t expect your respondents to answer every question in the survey. If you require an answer, you can expect your response rate to fall. Your respondents will likely lose interest and leave halfway through.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">3. Don\u2019t go too deep in the demographics<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Usually, demographic questions may seem like a good option, but using these questions where it isn\u2019t needed only makes your survey lengthy. Even if you want to include such items, it is advisable to ask them towards the end.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">4. Avoid using jargon or technical terms<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">The survey should be easy to read and simple enough to understand. There is a fair possibility that your respondents may not be aware of the technical terms used by your organization. A customer who feels confused is unlikely to complete the survey or give you accurate answers.<\/span><\/p>\n\n\n\n<p><strong><span data-preserver-spaces=\"true\">5. Remember, it\u2019s the \u201cAge of Technology\u201d<\/span><\/strong><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">While you are pretesting your online survey, make sure that you try it across all handheld devices, including cell phones, tablets, and laptops. This pretest will give you a better idea of how the survey will appear and how readable it is in a different medium.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">These Dos and Don\u2019ts will help you create an engaging customer experience survey.&nbsp;<\/span><span data-preserver-spaces=\"true\">Get started with <a href=\"https:\/\/www.questionpro.com\/cx\/\">QuestionPro CX<\/a><\/span><span data-preserver-spaces=\"true\">&nbsp;to create your first survey and begin tracking the overall experience of your customers today.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Customer Experience (CX)?<\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">Organizations place a lot of emphasis on creating an excellent customer experience, and rightly so. The customer experience (CX) is the complete experience a customer has with your business. It is the combination of all interactions a customer might have with your organization. It also looks at how customers use those interactions to form opinions about your business.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Good customer experience is one that meets their expectations at every step of their journey. This could include the process of shopping for a company product online, making a purchase in a store, or calling <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/blog\/customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">customer service<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;for answers to a question about a recent purchase. Each interaction is considered a touchpoint in the customer\u2019s journey. Their experience at each touchpoint leads to their opinions about your business as a whole.<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Consider that customers with positive customer experience are more likely to make a repeat purchase than those with a bad experience. Investing in your customer experience through a customer experience or <a href=\"https:\/\/www.questionpro.com\/features\/net-promoter-score.html\">NPS survey<\/a> could lead to a direct increase in return customers. Refer to <a href=\"https:\/\/www.questionpro.com\/blog\/nps-benchmarks\/\">industry NPS benchmarks<\/a> or NPS scores to see where you stand and refine your initiatives and processes accordingly.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why is CX important?<\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">Employee experience has dominated the internal satisfaction levels for big organizations, now it&#8217;s crucial for these to pay more attention to the external, consumer-oriented factors. Positive customer experience is essential because customers today are incredibly tech-savvy. If they are unhappy with any particular brand, they are quick to find a replacement.<\/span><\/p>\n\n\n\n<p><em><span data-preserver-spaces=\"true\">According to a study conducted by the White House Office of Consumer Affairs,&nbsp;<\/span><\/em><em>80<\/em><em>% <\/em><em><span data-preserver-spaces=\"true\">of<\/span><\/em><strong><em><span data-preserver-spaces=\"true\">&nbsp;<\/span><\/em><\/strong><em><span data-preserver-spaces=\"true\">Americans are ready to pay more for a product or service, just to ensure a superior customer experience.<\/span><\/em><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">This means that customers don\u2019t shy away from spending more if a business can provide an extremely positive CX. Focusing on CX can help your company make more sales, even if your brand is not the cheapest option.<\/span><\/p>\n\n\n\n<p><strong>Looking to deliver an exceptional customer experience with <a href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener\">QuestionPro CX<\/a>?<\/strong> Discover more about how to delight your customer at every touchpoint and turn them into brand advocates.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1063&amp;sourceRef=home-cx\" target=\"_blank\" rel=\"noopener\"><button>Access your CX 10-day free trial now<\/button><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Using a customer experience survey can help you measure the degree of success your business has interacting with customers. By [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":91321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,170],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Experience Survey | The perfect CX survey design | QuestionPro<\/title>\n<meta name=\"description\" content=\"Learn how to design the perfect customer experience survey and the top ten tips to do it. Understand how customer experience surveys allow you to capture a customer&#039;s emotions related to your brand, product or service, based on their overall experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Experience Survey | The perfect CX survey design | QuestionPro\" \/>\n<meta property=\"og:description\" content=\"Learn how to design the perfect customer experience survey and the top ten tips to do it. Understand how customer experience surveys allow you to capture a customer&#039;s emotions related to your brand, product or service, based on their overall experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\" \/>\n<meta property=\"og:site_name\" content=\"QuestionPro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/questionpro\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-08T13:48:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-18T04:51:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/01\/Top-10-tips-for-designing-perfect-customer-experience.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"992\" \/>\n\t<meta property=\"og:image:height\" content=\"594\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Adi Bhat\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@questionpro\" \/>\n<meta name=\"twitter:site\" content=\"@questionpro\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adi Bhat\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\"},\"author\":{\"name\":\"Adi Bhat\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/#\/schema\/person\/6240dce6e1901b1a6c7f3dbd3e22567f\"},\"headline\":\"Top 10 tips to design a perfect customer experience survey\",\"datePublished\":\"2018-01-08T13:48:14+00:00\",\"dateModified\":\"2023-08-18T04:51:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\"},\"wordCount\":1467,\"publisher\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#organization\"},\"articleSection\":[\"Customer Experience\",\"CX\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\",\"url\":\"https:\/\/www.questionpro.com\/blog\/top-10-tips-design-perfect-customer-experience-survey\/\",\"name\":\"Customer Experience Survey | The perfect CX survey design | QuestionPro\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#website\"},\"datePublished\":\"2018-01-08T13:48:14+00:00\",\"dateModified\":\"2023-08-18T04:51:31+00:00\",\"description\":\"Learn how to design the perfect customer experience survey and the top ten tips to do it. 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