Customer satisfaction is not just a metric; it's a dynamic, ongoing process that demands constant attention and adaptation. Companies aspiring to hear every customer's voice, fix a broken experience, or foster customer loyalty must prioritise understanding and optimising their customer experience. One of the most powerful tools at an organisation's disposal is choosing the right survey software - one that does not merely gather feedback but rather a comprehensive solution that manages the entire research supply chain seamlessly, including research support capabilities and the option for self-service/DIY. 

Improving customer experience involves optimising various aspects of your business operations, including marketing, advertising, events, merchandising, product design, hiring decisions, brand purpose, in-store aesthetics, among others. It entails addressing every element that influences customer outcomes, extending even to external factors such as third-party reviews, media coverage, and popular culture. To comprehensively map the customer journey as a unified approach is crucial - This approach includes creating surveys, distributing them, collecting and analysing data, and generating insights for future actions. 

Choosing the right survey software

So, what should you look out for when choosing the right survey software? We have listed a few important features at every step of the research supply chain,  helping you find a survey software that is not only effective but also cost-efficient and sustainable for your team in the long term. 

Intuitive interface for scripting/crafting surveys

When choosing survey software, prioritise a user-friendly interface for crafting surveys.  Lengthy, linear-styled survey design interfaces take WAY TOO much time and effort to check for routing logic (yes, scrolling down pages after pages should be a thing of the past) ; look for features like a drag-and-drop interface and a birds-eye view of the questionnaire to enable you/your team to sense-check or identify errors at a glance.

‍Real-time collaborative tools for workflow efficiency

Working on survey design collaboratively in real-time with your team enhances workflow efficiency. A definite plus for global or remote teams, the hassles of “could you scroll down to this point” over Zoom calls or back-and-forths over email are removed from the equation, enabling greater collaboration and efficiency.

‍Facilitating seamless distribution

The first step in survey distribution involves ensuring that your selected software supports various distribution methods. This includes sending surveys to your own community/database and the option of tapping into external panels worldwide. Features like QR code generation and multi-language capabilities also enhance inclusivity, reaching diverse audiences and making feedback more relevant. And of course, the ability to set sample quotas and track responses in real-time should be a must-have. 

The second step, often overlooked, involves aligning the survey interface with your company’s branding. An effective survey software should offer the flexibility to do so, creating an opinion-sharing experience exclusive to your community of customers or for internal circulation within your company.‍

Centralised data management 

Prioritise a survey software that offers a centralised  platform for comprehensive data management. Look for features such as the ability to run full analyses, conduct significance testing, dynamic data querying, and AI-powered text analytics. These capabilities will empower your business to derive meaningful insights with minimal manual data crunching, saving your team a significant amount of effort and time.

Data tracking for learning and growth

Seamless tracking of data and performance is a cornerstone of successful CX optimization. The customer experience unfolds across a range of touchpoints, whether online, in-store, at an event, or on the phone. While having all your customer feedback in one place is a great start, the next step is having a platform that enables you to track and analyse all your initiatives - This capability helps you gain a holistic view of the customer experience so you can precisely identify the actions with the most significant impact. Consequently, you can pinpoint areas along the customer journey where improvements are needed.

‘’It is important to view survey software not as a one-time solution, but as an ongoing partner in continuous improvement. Investment in the right survey software can help you build stronger customer relationships, pivotal to driving customer loyalty and spending.’’

If you're in search of a powerful survey software platform that provides user-friendly tools for designing and distributing surveys, conducting data analysis, visualising results, and reporting consumer insights, feel free to get in touch with us. Canvas by Milieu is an award-winning survey software that encompasses all the features covered in this article. Alternatively, you can download this quick info sheet for more details.