Feedbacks / Surveys

A hybrid field made up of statistics and social sciences, survey methodology studies the sampling of individuals from a population and data collection techniques (e.g., questionnaire design) with a view towards making statistical inferences about the population represented by the sample and the constructs represented by the measures (i.e., survey questions) used. Polls about public opinion, public health surveys, market research surveys, government surveys and Censuses are all examples of quantitative research that use contemporary survey methodology to answers questions about a population. Although Censuses do not include a "sample", they do include other aspects of survey methodology, like questionnaires, interviewers, and nonresponse follow-up techniques. Surveys provide important information for all kinds of public information and research fields, e.g., marketing research, psychology, health professionals and sociology.  


Survey methodology as a scientific field seeks to identify principles about the sample design, data collection instruments, statistical adjustment of data, and data processing, and final data analysis that can create systematic and random survey errors. Survey errors are sometimes analyzed in connection with survey cost. Cost constraints are sometimes framed as improving quality within cost constraints, or alternatively, reducing costs for a fixed level of quality. Survey methodology is both a scientific field and a profession meaning that some professionals in the field focus on study survey errors empirically and others design surveys to reduce them. For survey designers, the task involves making a large set of decisions about thousands of individual features of a survey in order to improve it. 

Below are a few common areas where businesses address with customer satisfaction surveys.
Product/service performance:
Your local laundromat might survey clients who haven't used their laundry services for months to identify what went wrong, and what staff can do to win clients back. A customer feedback survey can also be a good tool to measure employee performance and how each person's role is tied to client satisfaction. 
Product feedback:
A camping goods company launching a new product line might create an online survey to send to customers who've just made a purchase. Did that new and revolutionary tent fabric weather the elements? The results could reveal valuable insights on how to improve product features or address design flaws. 
New product development:
A beverage company might send out a customer satisfaction survey to create or launch new formulations and leverage new opportunities. Should they look into launching health drinks? Does that mean sugar-free or low calorie? Survey data can reveal what customers are likely to guzzle down (or not). 
Customer loyalty:
Surveys can help you discover your most loyal customers and influencers. Brand champions, power users, brand loyalists, brand heroes. No matter what you call them, they're your answer to knowing exactly what you're doing right, what to keep doing, and what to start doing. Showing customers that you're listening goes a long way. 
Keeping in touch:
Customer satisfaction surveys are a great tool to drive regular communication between you and your customers. Ask them how they're doing, what suggestions they might have, and consider offering loyal customers swag or rewards for answering your surveys. 
Market research:
Want to grow a new service area? Get to know potential target markets by first sending out an online survey to find out more about demographics, such as age, gender, income, hobbies, etc. 
Establish performance goals:
Now that you've got all of this great actionable data, you need to make sure feedback is implemented. Use customer feedback surveys to reach back out to customers and measure your progress over regular periods of time. Leverage what you've learned from this valuable data to rake in revenue and improve customer and employee satisfaction and loyalty. 
Management reporting:
Customer satisfaction survey data can also help managers identify key drivers and metrics they should track across departments and roles.