Cvent Survey

Think about the last time a company asked you about your last purchase or visit. Did you expect your opinion to resonate and influence a change (particularly if you were dissatisfied)? Or, consider the last time you were asked to fill out an employee survey. Did you expect management and HR to consider your thoughts when moving forward with a decision? Of course you did, otherwise you wouldn't have taken the time to complete the questionnaire.

When conducting surveys of clients, customers or employees, you're setting expectations that the organization is going to consider the survey responses before moving forward. If customers have a terrible experience with your brand, product or service and they complete your customer satisfaction survey, they're going to expect steps be taken to ensure their next experience is much better. If their next experience is the same, or worse, it's going to hurt any loyalty they feel towards the organization.

The same concept rings true for employee surveys. And, as we discussed in an earlier post, employee satisfaction has a direct impact on customer satisfaction.

If you're going to conduct surveys—and we clearly suggest you do, as they're a vital part of any organization— make sure you act on the responses. Surveys aren't just an exercise to forget about after launching. Ignoring responses can cause real damage to your perceived trustworthiness and your brand.