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What is a Customer Pulse Survey and how does it benefit the company? And, is it any different from the NPS? Read on the blog to get your answers right.
As they say, ‘Change is the only constant.’ And it is no secret that people’s sentiments change too often, especially when they are a customer. With the rampant competition of brands and the prolificacy of customer experiences being served to the customers on a silver platter, it has become critical to check these changes. Thankfully, there is a survey strategy that addresses this issue, with the name of customer pulse survey. Today, in this blog, we will dive into the nitty-gritty of this topic. Let us begin!
Customer Pulse Surveys are the miniature versions of the traditional customer surveys. They largely zero in on one or two questions instead of a bucket load in the traditional ones. Also, they are sent out more frequently to the customers, say on a quarterly, monthly, or even a weekly basis. Simply put, they are the brief check-ins with your customer base to whom you earlier presented the full-fledged questionnaire.
Think of these as the templates to meet the in-the-moment needs of a customer. Basically, all you need to do is modify the initial survey question and add a dollop of ‘open-ended answers’ to it. The hypothesis is that the customer will be less annoyed with a series of questions and will be more likely to respond.
According to a recent report, 50% of B2B customers will respond to a short survey, where most traditional full-scale customer satisfaction survey struggles to get a 10% response from B2B audiences. Now that we know what a customer pulse survey is, let us now look at some of the ways in which it benefits the customer as well as the company.
Before we jump into some of the major benefits of a customer pulse survey, let us first look at an example of the same. This is a glimpse from a pwc’s report on Global Consumer Insights Pulse Survey.
Customer Pulse Survey: A customer pulse survey is a great way to measure your customers’ experiences with your brand and your product across different touchpoints.
Brand Awareness Survey: This survey has been deployed how many people know about your brand and how well. It is a great way to know and study your target audience. Some of the key considerations that are analyzed in this can be quality, price and packaging.
Logo Testing Survey: Before you are all set to launch your logo, it is pertinent to run a cursory glance from your beloved customers and know their thoughts. This survey helps you to find out what people are thinking about your new logo and to make any changes as suggested.
Customer Cancellation Survey: Before a customer wishes to leave your business, it is only fair to know what are the reasons behind it. Ask them to fill up this customer cancellation survey before they go.13
It goes without saying that the customer pulse surveys help your company stay on top of your customer’s choice. Because they offer your clients the latest information on what they are looking to accomplish, they divulge the company’s real performance at a given point in time. Further, they account for the unpredictable changes in the customer’s tastes. Therefore, at times, it becomes more than necessary to implement their changing preferences before they change their minds. Over the longer run, what truly matters is understanding your customers better and improving their experience with time.
Simran hails from the content marketing backdrop with extensive knowledge in blogs, articles, and technical whitepapers in the non-fictional domain. She uses her ‘gift of the gab’ to explore new possibilities on her way and to make an exquisite impact on her readers. In her spare time, she likes to read journals on artificial intelligence or play with her cute kittens.
Published 2 Apr 2021, Updated 7 Feb 2022
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