By Angela White

To make substantial grounds in the ever-growing business environment, it is of utmost importance that you keep in pace with the latest market trends, which will, in turn, help you serve your customers better. There are several marketing tactics and tools you may use to achieve the said purpose, but a straightforward way that can help you make an accurate analysis of your company’s performance, and formulate appropriate methodologies, is to conduct regular surveys.

However, many small businesses or startups belittle the importance of surveys and are not concerned to make a timely assessment of their customers’ opinions. But if you wish to make a smart move and rise above the fierce competition, then read on. We shall begin with a brief introduction about customer surveys, then extend into discussing different ways you can leverage them for your benefit, and conclude with a few handy tips to create an effective one for your business.

What are customer surveys?

An appropriate questionnaire, structured in a systematic format to collect useful information from your customers is nothing but a customer survey. It is probably the most cost-effective technique that fits in the limited budgets of small businesses to understand their progress.

How do surveys benefit companies?

Here are four critical advantages of surveys for your small business:

  1. Gauge customer satisfaction: Your perception of your organisation’s operation may not always be the same as what the consumers think. Studies reveal that 80% of companies believe they excel in their services, while only 8% of their customers agree to what they claim. But surveys will prevent you from falling into such misconceptions by informing you about whether or not they are content with your performance, and eventually, understanding the loopholes you need to work on to assist them in appropriate ways.  
  2. Perform market research: Conducting surveys will help you analyse the current market situation and the areas that are of interest to your audience. Asking them about their likes or dislikes and what they would expect with brands that are similar to yours will give deep insight on how you should proceed further to stay at par with the prevailing trends.
  3. Understand customer demographics: It is crucial to remember that no two customers have similar expectations. As a whole, you may have an idea of who your target audience is. But to cater them with the best of services, it is essential that you dig a bit deeper, and talk to them about their challenges, lifestyle, etc. With the help of surveys, you will be able to understand customer demographics and receive specific information from each of them; so that you gather valuable data and statistics to improve your business.
  4. Share positive testimonials to the world: Pinning the positive reviews on your website or any of your social media handles will have an enormous impact on your company. Studies reveal that over 85% of customers trust online ratings to assess the quality of a brand. So highlighting happy customer experiences can be helpful in attracting new ones into your fold.

How to create compelling customer surveys?

With the increasing online facilities, a large number of survey software are available these days. While you use them, consider the following points to prepare an appropriate questionnaire:

  • Keep your survey short and precise by including multiple choice questions or rating scales, as over 52% prefer spending only three minutes.
  • Begin with a brief synopsis of your company’s journey and struggles in building the products that cater to the need of its customers. This helps to make them feel more connected to your brand.
  • Make sure that you send them on time, i.e., immediately after a sale or an event. You may use NPS surveys in this case.
  • Opt for interactive layouts. For example, ask the audience to rate their experiences through emoticons.


The data you receive through well-structured customer surveys will pave your way towards success. From assessing the markets to reaching a broader audience, they are immensely helpful when implemented using a reliable survey maker. Moreover, they also signify to your target audience that you value their responses and aim to be of benefit to them. Hence, a little investment in this area can bring you considerable profits in the long run.

Angela White is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using elearning softwares. Having a knack for writing and an editorial mindset, she has been writing for ProProfs: a brand that’s known for creating delightfully smart tools such as survey maker.Get in touch with her here:Twitter Linkedin.


Survey stock photo by Pasuwan/Shutterstock