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How to use customer surveys to improve your business

How to use customer surveys to improve your business

Businesses are always looking for ways to improve their operations and stay ahead of the competition, and one of the best ways to do this is by running customer surveys that ask your customers targeted questions. The feedback gathered provides valuable insights which you can then analyse to identify areas for improvement and then make informed, strategic decisions about what changes you need to make in your business, along with measuring the impact of those changes. 

Truly understanding your customers’ needs will help you make data-driven decisions that lead to improved customer satisfaction, increased loyalty, and greater success.

In this article, we’ll explore the importance of using customer surveys to improve your business from discussing how to analyse survey data to gain customer knowledge and identify key areas for improvement to making changes based on feedback and measuring the impact of those changes. By following these best practices, you can harness the power of customer feedback to drive success and achieve your business goals.

Analysing customer survey data

Analysing survey data is crucial for gaining valuable insights that can inform strategic decision-making. This involves sorting and organising the data, extracting key metrics and insights, and looking for patterns, trends and outliers to help identify opportunities for improvement. Some common survey metrics that businesses should pay attention to include:

  • Net Promoter Score (NPS): What’s the likelihood your customers will recommend your business
  • Customer Satisfaction (CSAT): How satisfied are your customers with a specific product, service, or interaction with you
  • Customer Effort Score (CES): How easy is it to interact with business
  • Open-ended feedback: Provides qualitative data that can offer valuable insights into customer perceptions, experiences, and needs

To interpret customer survey metrics effectively, you should consider the survey’s context, the respondent demographics, and any other relevant factors that may impact the results. Analysing survey data with a critical eye can give you a deeper understanding of your customers’ needs and preferences, which you can then use to make data-driven decisions that drive success.

Identifying areas for improvement

Once you have pinpointed specific customer pain points and opportunities for business growth through data analysis, it’s important to then consider the impact each issue will have on customer satisfaction and prioritise the areas that will generate the most impactful changes. For example, if a large number of customers are dissatisfied with a particular product or service, you should prioritise that over an issue that only one or two customers mention. It’s important to note that while some changes may be quick and easy to implement, others may require more time and resources.

Additionally, you should use survey data to inform your decision-making process to make data-driven decisions rather than relying on assumptions or intuition.

Change management

You’ve identified the areas in your business that need improving and prioritised them in order of importance, so now it’s time to take action. But remember, the key is to remain flexible and adaptable as you work to meet the evolving needs of your customers. This step-by-step plan will help you get started:

  • Set clear goals: You need to establish specific goals for each change you plan to make that should be measurable and aligned with your overall business objectives.
  • Develop an action plan: You won’t get anywhere without a plan. You should create a detailed action plan that outlines the steps required to implement each change and includes timelines, resources needed, and any potential roadblocks or challenges you may face.
  • Assign responsibilities: Who is responsible for making the changes? Whether it’s a specific individual or team within your business, once identified, you need to assign the tasks to them.
  • Communicate with stakeholders: All relevant stakeholders need to be informed about the changes you plan to make, including customers, employees, and partners, if applicable, and you should be transparent about the reasons for the changes and the expected outcomes.
  • Test and iterate: Implement the changes and monitor their impact on the customer experience. Collect feedback from customers and employees, and use this feedback to refine and improve the changes as needed.
  • Celebrate successes: Once you’ve successfully implemented the changes, take time to celebrate your successes and recognise the hard work of those involved. This can help build momentum and motivate your team to continue making improvements.

Measuring the impact of changes

A critical step in the customer survey ‘feedback loop’ is tracking progress and evaluating the change impact to ensure you are making meaningful improvements to the customer experience and driving success. 

You need to establish a system for regular monitoring and evaluation of changes made which will help you adjust strategies, as necessary, based on the change’s impact. This may involve setting up dashboards or reports to track key metrics, conducting follow-up customer surveys to gather additional feedback, or engaging directly with customers to understand their perceptions and experiences.

Both quantitative and qualitative data should be used to measure the impact of any changes and focus on key metrics that are the most relevant to your business goals. Some popular quantitative metrics include customer satisfaction scores, customer retention rates, and net promoter scores, which provide a snapshot of how customers are responding to your changes and can help you identify areas that require further improvement. Additionally, qualitative data such as follow-up customer feedback with open-ended survey responses can provide additional insights into customer perceptions and experiences post-changes.

Ultimately, the goal of measuring the impact of changes is to ensure that your business is continuously improving and delivering the best possible customer experience.

Frequently Asked Questions about customer surveys

What are the 4 types of customer surveys?

  1. Customer Satisfaction Score (CSAT) measures overall satisfaction
  2. Net Promoter Score (NPS) assesses loyalty and likelihood to recommend
  3. Customer Effort Score (CES) gauges ease of interactions
  4. Product or service-specific surveys target feedback on particular offerings.

What is the purpose of a customer survey?

Surveys help all businesses collect valuable insights directly from their customers so they can identify areas for improvement, refine their offerings, and enhance the overall customer experience.

What is a good customer survey?

An effective customer survey should have clear, concise questions that are directly relevant to the customer’s experience and be easy to understand and complete to ensure customers can provide meaningful feedback.

What are 5 good customer survey questions?

  1. How satisfied are you with our product/service?
  2. What could we do better?
  3. How likely are you to recommend us?
  4. Was your issue resolved?
  5. How easy was it to use our service?”

What are 3 things customers want?

Customers want:

  1. A seamless user experience, on or off line, that makes interactions convenient and hassle-free
  2. Excellent customer service that caters above their expectations
  3. High-quality products that fulfil their needs

Key takeaway

As you can see, customer surveys are valuable tools for any business looking to improve its operations and drive success. Collecting and analysing survey data means you can gain valuable insights into customer perceptions and experiences, identify areas for improvement, and make informed decisions about prioritising resources and changes.

But the real value comes from taking positive action based on feedback received to improve customer satisfaction and increase loyalty.

By making customer surveys a regular part of your operations, you can gather the knowledge you need to make informed decisions and drive success for your business. With a commitment to establishing a culture of listening to and acting on customer feedback, you can build trust and strengthen relationships with your customers and ensure your business is continually evolving and meeting their needs.

About Magic

Magic helps local businesses grow. Thousands of local businesses use Magic to get more online reviews, win new customers, easily manage customer conversations and grow sales. Magic offers these features:

  • Reviews: Get more reviews with automatic review requests for popular review sites like Google, Facebook, Yelp, TrustPilot, and more. Rank high on local search and enhance your visibility on Google. 
  • Inbox: Keep track of customer conversations across channels in one inbox, including SMS, Facebook, Instagram, and Gmail. Manage conversations better as a team and do more with industry specific templates. 
  • Text Marketing: Drive more sales with instant text campaigns and reach your customers at the right moment with automation. Use prebuilt templates to send out text campaigns in minutes. 
  • Webchat: Turn website visitors into customers with SMS powered Webchat. Chat to website visitors directly through SMS so you won’t miss a lead, even when they leave your website. 

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