Customer surveys: derive and define your goals

Define your customer survey goals

Defining the goals is the most important step in a customer survey. You can find more information on our page about customer survey goals.

Phase 1: Why do I want to conduct the customer survey?

• What is the overarching goal? Public-sector organisations often aim for high levels of customer or citizen satisfaction, while businesses are generally more interested in increasing sales or reducing costs. Are there known weaknesses, delays or high costs in particular processes?

Phase 2: Which factors influence my overarching goal?

• High costs may be linked to frequent cancellations or substantial demand for support.
• Falling sales may be linked to customer satisfaction.

Phase 3: Which method do I need to achieve my goal?

• A customer survey about product quality can reveal product weaknesses.
• A customer satisfaction analysis can provide insights into customers’ perceptions.
• If you do not know which factors influence your overarching goal, that uncertainty itself can become the subject of the customer survey.

Which survey tool is right for the customer survey?

With comprehensive planning in place, creating the customer survey should be quick and straightforward. That is the theory. In practice, creating a customer survey depends at least as much on the customer survey software you choose as it does on planning in advance.

Choosing the right customer survey tool

Questions to clarify in advance:

1. Can the planned questions be implemented?
2. Can the planned number of participants be handled?
3. Does the tool meet the necessary data protection requirements?
4. Which pricing model meets my expectations and budget while including the necessary features?
5. Where is the data stored, who owns it and who retains control over it?
6. What support is available? Is it offered in German and by telephone? What are the contact hours?
7. Is security assured? How many servers are used and what type are they: owned, dedicated or shared? Is SSL encryption provided?

You can find more information on our page about customer survey goals.