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The future of customer surveys

Are you planning on running a customer survey in 2012?

If the answer’s yes, there are some highly pertinent questions you should be asking about the tool you going to use.

Most popular survey tools have a heritage in paper-based market research.

They are designed to give you a broad brush view of the market. They are designed to ask dozens of questions to allow you to uncover problem areas.

Most importantly of all, they are designed to be anonymous.

But you are planning on using your survey to find out if customers are happy and improve their experience. Think about that for a moment. You are asking your customers (whom you have the contact details of, otherwise you wouldn’t be able to send them the survey in the first place) to give you detailed feedback which you then genericise so you can’t track it. Isn’t that rather old fashioned in this personalised world?

Technology has moved on!

Market research and customer satisfaction improvement are two very different things. If you want to know whether 85% of your customers would prefer your product to be red then please use an online multi-question, anonymous survey tool. But if you want to find out what your valued customers think about how you are doing for them, on a person-by-person basis, then Customer Thermometer is a much better choice.

Our app is used by countless companies from PR agencies to wine importers, from cleaning companies to telecoms companies to find out whether their customers are happy, or about to walk. Customers simply hit a button to let you know how they are feeling – you see the results in real time and they are completely trackable to that unique individual.