Beyond Surveys: Getting Feedback in a Different Way

Challenges with Customer Surveys and How Engagement Can Help

Every organization — whether a business, nonprofit, or government agency — values feedback from the people they serve. This feedback plays a vital role in improving services, validating decisions, and providing insights that lead to growth. With online reviews now critical to marketing success, customer feedback has become even more important for boosting exposure and driving results.

Many organizations turn to surveys to gather customer insights. While surveys can offer useful information, they often come with significant challenges. In fact, one of the biggest issues with surveys is that many customers believe companies don’t genuinely care about their opinions. Here are some common challenges organizations face when relying on surveys:

Six (6) Challenges with Surveys

1. Survey Fatigue Survey fatigue is common across all industries, including healthcare, education, and business. Ironically, many organizations attempt to fix this issue by simply tweaking or adjusting their surveys rather than exploring alternative methods.

2. Survey Length Lengthy surveys are one of the primary reasons customers avoid them or abandon them halfway through. Keeping surveys concise is key to improving response rates.

3. Survey Format Mobile devices are the most convenient way for many customers to engage. Failing to optimize surveys for mobile use can limit response rates and exclude valuable insights.

4. Survey Pressure Offering incentives like a "chance to win $1,000" or pressuring customers by saying "I need a 5-star review to avoid trouble" can feel manipulative. These tactics often produce skewed or meaningless results.

5. Survey Timing Timing matters. Asking for feedback before a service is completed or while emotions are still heightened can lead to incomplete or inaccurate responses.

6. Survey Impact Many customers would willingly provide feedback if they believed their input made a meaningful impact. Unfortunately, many feel their insights are ignored.
   

Top 3 Ways to Get Feedback Without Using Surveys

Surveys aren't the only way to gather meaningful insights. Here are three effective alternatives that can provide valuable customer feedback without relying on traditional surveys:

1. Customer Conversations and Focus Groups Engaging directly with customers can reveal insights that no survey can capture. This could involve casual conversations in a restaurant or retail setting, one-on-one meetings with clients, or dedicated focus groups. These interactions provide invaluable context and nuance that surveys often miss.

2. Performance Data Points Observing and tracking behaviors can offer powerful insights. For example, tracking peak hours, monitoring product interactions, or identifying which staff members are busiest can highlight customer preferences and trends. One college effectively gathered feedback on dining preferences by analyzing foot traffic at different food stations instead of distributing surveys.

3. Engagement Platforms Encouraging

   
   
   
   

   customer interaction through tools like the Find Engage Reward (FER) app or social media platforms can provide real-time insights. For example, one of our clients used FER to create engaging origin stories for new ice cream flavors, while another prompted moviegoers to submit 3-word reviews. While social media offers valuable feedback opportunities, it comes with less control over the conversation, making dedicated engagement tools a more strategic choice.
   

Balancing Surveys and Other Feedback Tools

Recognizing that there are challenges, surveys still are a useful tool for gathering insights, but they shouldn’t be your only method. By combining survey data with performance metrics, customer conversations, and engagement tools, you can develop a more complete and accurate understanding of your audience. This balanced approach helps you gather meaningful insights and build stronger connections with your customers.