Why We Don't Send Out Customer Surveys

By Mark Inboden

                             Mark Inboden

                             Mark Inboden

I was recently asked at a business meeting if UCEC used customer surveys, and how often we sent them out. My response was, “Every day we use customer surveys, and we have never sent one out." Puzzled? 

Let me explain.

I feel that every interaction we have with a customer is an opportunity to gauge how we are performing. 

When someone is asking you a specific question, or for further information, that should cause you to ask several questions. Is this the first time you have heard this request? If so, what can we put in place to address this issue going forward? If not, why don’t we have something in place to address this challenge yet? Who or what department needs to address this request or question? How will we communicate that we have addressed this matter going forward? 

I know that most of our best ideas come from our customers, whether they intend to give them to us or not. By listening to the questions they are asking us, we should know what we need to work on to meet their needs, and improve their experience. Surveys can give you valuable information, but often, people don’t have the time, or want to take the time to fill them out. Conversely, if they are taking the time to contact you via a phone call or email, you can bet that their issue is of high importance to them, and you can work not only on immediately addressing it, but improving their next customer experience. 

We are getting better at improving our “survey” methods every day.

Mark is President and CEO of UCEC. 


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