Customer survey methods
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Customer surveys are an essential element for obtaining feedback and making decisions in marketing, product development and customer focus.
At the same time, customer surveys are also the fastest way to obtain targeted feedback. There are different methods for conducting a customer survey.
Each method has advantages and disadvantages and is more or less suitable for the particular application.
- Method: Oral survey
- Method: Online survey
- Method: Written survey
- Method: Variants of the online survey
1st method: Oral questioning - 1:1 interview
Oral interview is still one of the most effective methods to get a direct picture of the mood or even wishes of customers.
Oral interviews are also conducted all the time – whether planned or not.
We are always in contact with our customers and ask them if they are satisfied and where there is room for improvement.
Thus, the oral survey always takes place in passing.
However, an oral survey or a 1:1 interview can also be structured and take place with targeted customers.
The disadvantage is the high cost in relation to the response rate.
2nd method: Online survey
In addition to the oral survey, the digital survey is now one of the most popular forms.
For one thing, the company can build surveys very quickly and play them out to its customers. For another, the cost ratio is unbeatable compared to other methods.
The license costs of a survey platform are very low in relation to the response rate.
In addition, the online survey has the further advantage that
a) it enjoys a high level of acceptance and
b) personal opinions and feedback can also be obtained via free text fields.
The fact that we are all digitally connected today and have Internet access everywhere means that the online survey can be used at any digital location.
3rd method: Written survey
Before online survey gained its popularity, customer surveys were conducted in writing along with oral surveys.
In essence, the same method as the online survey.
By means of a questionnaire, paper questionnaires were distributed to customers and answered by them.
The disadvantage of this method is the higher costs and the later consolidation of the “paper results” into a digital form.
4th method: Variants of the online survey
Digitization has given rise to many new forms of “entertainment & service offerings.”
We receive newsletters via email, we use apps on our smartphone or communicate via voice assistants.
Through these new variants for digital communication, different versions of online surveys have emerged:
- Newsletter survey
- In-app survey
- Website survey
- Feedback terminals
- and many more.
Today, we can place a survey at any digital touchpoint and get feedback – short or long.
