Written By: Frank Saulsbery
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A SNEAK PEEK…
“At the end of the day, customer service surveys aren't really about collecting scores, they're about listening.”
Do Those Customer Service Surveys Really Matter? Have you ever finished a service, checked into a hotel, received a package, or ordered dinner online, only to get an email a few minutes later asking you to complete a survey? Of course you have.
And if you're anything like me, your first thought is often, sure, I'll take a minute to answer a quick question. Then you click the link and suddenly you're four screens deep, answering questions about questions, trying to remember what color shirt the technician was wearing and whether the moon was in the correct phase when the service was provided. What you thought would take thirty seconds now takes five minutes. I think most of us can agree those can be a little frustrating.
But as much as we may roll our eyes when another survey lands in our inbox, I've come to believe they serve an important purpose when they're done right. The reality is that businesses need feedback. Without it, it's surprisingly difficult to know whether customers are truly happy with the service they're receiving.
Most people are busy. If everything goes well, they usually move on with their day. On the other hand, if something goes poorly, they may never say anything at all. They might simply choose another provider the next time they need help. That makes feedback incredibly valuable.
Over the years, I've found that the best surveys are usually the simplest ones. A quick rating, like a number scale, a happy face, neutral face, or unhappy face. Maybe a small comment box where someone can explain why they chose their answer if they want to.
Those surveys respect everyone's time. Customers can provide feedback in a matter of seconds, and businesses still get useful information they can act on. The longer surveys certainly have their place. Sometimes a company needs more detailed information, especially when evaluating a major project or a significant change in service. But for everyday interactions, shorter is often better.
What's important is not the survey itself. It's what happens with the information afterward. A good service organization pays attention to patterns.
If one customer reports a problem, it may simply be an isolated bad experience. But if several customers mention the same issue, now you've identified something worth fixing.
Maybe communication isn't clear enough, maybe response times are slower than expected. Maybe a process that makes sense internally is creating frustration for customers. Without feedback, those trends can go unnoticed for months or even years.
For businesses that provide ongoing services, customer surveys can also help identify opportunities to improve training, refine processes, and recognize employees who consistently deliver exceptional service. In many cases, a simple survey can reveal issues that management would never discover otherwise. This applies whether you're the company providing the service or the business receiving it.
If your vendors, suppliers, IT providers, accountants, or other service partners ask for feedback, taking thirty seconds to respond can actually help improve the service you receive in the future. The comments may not only help you, but also the next customer who works with that company. Of course, honesty matters.
Not every experience deserves a perfect score, and not every minor inconvenience deserves a failing grade. The most helpful feedback is usually thoughtful, fair, and specific. A brief comment explaining what went well or what could have been better often provides more value than any number alone.
At the end of the day, customer service surveys aren't really about collecting scores, they're about listening. The businesses that genuinely pay attention to customer feedback are often the ones that continue to improve year after year. They learn what's working, fix what's not, and make adjustments before small frustrations become bigger problems.
So the next time one of those survey emails lands in your inbox, take a quick look before deleting it. If it truly takes thirty seconds, it may be worth your time. And if it asks you to click through ten different screens, well, you have my permission to be at least a little annoyed.
As a business owner, it might be worth asking yourself a simple question: How easy is it for my customers to tell me how we're doing? Sometimes a thirty-second survey can provide insights that save far more than thirty seconds in the long run.
That’s how I see it, anyway, and I’d enjoy hearing how you see it. None of this is a sales pitch. It’s just the kind of thing I’d talk through with you if we were sitting across the table. If it raised a question, or you think I have it wrong, I want to hear about it.
My door is always open. Whether you want to talk this through or just say hello, you can reach me anytime.
Network Solutions Unlimited is a generational managed IT services provider based in Decatur, Illinois, serving businesses and nonprofits with genuine support and decades of trusted relationships. Led by Baily Saulsbery and founded by her father Frank, we're not just your IT provider; we're your neighbors who happen to be really good at technology. Contact us today to experience IT support that actually cares.
