3 Questions to Ask Before You Start Surveying Customers

Here are the three important questions to ask before you start planning that next customer survey:

1. What is the survey for?
   • To give a consistent year-on-year picture for performance management
   • To compare relative performance in specific areas across a competitive set
   • To understand what customers want; what they value; and how they decide “who to use” and “who to recommend” (not always the same).
2. Who are you asking?
   • A representative sample of current customers
   • Anyone that’s in the market for your product / service
   • The “best” customer groups (e.g. most profitable / most enthusiastic etc.)
3. What are you asking them?
   • How their experience compares to their expectations
   • How your delivery compares to that of your competitors
   • What they like, and how they are likely to behave (e.g. would you return, would you recommend to a friend?)

Each combination of the above (and it isn’t an exhaustive list) should lead you to a quite different approach.

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