Advantages and disadvantages of customer surveys
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Customer surveys are an essential element in obtaining feedback from customers and prospects.
However, like any method, customer surveys also have advantages and disadvantages.
The following is a list of the advantages of customer surveys and their disadvantages.
Advantages of a customer survey
First the advantages, then we will also list a few disadvantages so that you can weigh them against each other.
1st advantage: Cost effective
One of the biggest advantages is the ratio of cost to insights gained.
Using online surveys, any sample size can be conducted.
The cost per participant does not increase proportionally, so even large samples are inexpensive to conduct.
In addition, you save on overhead costs if you conduct the survey independently instead of hiring an agency.
2nd advantage: Practical
In addition to being inexpensive to implement, customer surveys are also very practical.
Instead of determining customer intent or potential satisfaction from multiple tools, surveys can ask customers directly about their experience and needs.
This results in “real” feedback with valuable insights.
3rd advantage: Fast results
Another advantage is the fast results.
By using a survey tool like easyfeedback, you can set up and send out a customer survey within a few hours and receive direct feedback.
75% of the response rate takes place within the first 3 days.
This allows you to determine customer wishes, satisfaction and pain points within one week in order to optimize your business.
4th advantage: Easy implementation even for laymen
Online tools for customer surveys make it very easy for you to implement a survey.
On the one hand, you get a tool that allows you to set up surveys without any programming knowledge.
And on the other hand, you receive questionnaire templates and can thus access know-how without having to acquire it in advance.
5th advantage: Relief from management
Promoting managers also relieves the burden on management, as managers are better able to implement their areas of responsibility and management has to intervene less.
Disadvantages of a customer survey
Wherever there are advantages, there are also disadvantages. This also applies to customer surveys.
1st disadvantage: Fake answers
Due to the non-personalized participation of an online survey – the interviewer is not standing next to the person – it can happen that the answers are not honest.
But if you consider this in advance and check participation times and response behavior within the results, you can quickly identify fake participants.
2nd disadvantage: Emotions cannot be rcorded
In an online survey, the participant’s emotions cannot be recorded when answering.
The participant does have emotions and probably expresses them when answering – but you do not see them.
3rd disadvantage: Wrong questioning
One of the biggest drawbacks or problem that can occur is asking the wrong question.
In an online survey, we only have one shot at this: either the participant understands the question the way we want them to or they don’t.
We have no possibility to correct, because we cannot communicate with the participant.
This is where a pre-test comes in handy.
On the one hand, misunderstandings in the question can be eliminated and on the other hand, it can be checked whether the given answers are useful for the analysis of the survey.
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