Gartner Research

How CX Surveys Affect Customer Perceptions

Published: 08 February 2019

ID: G00705809

Analyst(s): Customer Experience Research Team

Summary

Our research shows customers’ survey experience affects their overall perception of that company. To positively influence customer perceptions and combat survey fatigue, CX leaders should prioritize customer experience over the data retrieval needs of the company when administering surveys.

Table Of Contents

The Influence of CX Outreach on Customer Perceptions

The Truth About Customers and Surveys

Surveys That Don’t Value Customers’ Time

Surveys That Are Hard to Understand

Surveys That Are Boring and Tedious

Surveys That Don’t Offer Anything Back

Steps to a Better Survey Experience

Treating the Survey Experience Like a Conversation With the Customer

Mapping the Survey Experience as Part of the Customer Journey

Refining Survey Instruments to Improve the Survey Experience

Conclusion

Recommended by the Authors

About This Research

Presentation Deck

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