If you're in a successful business, you likely use surveys in some way. Whether you're collecting customer feedback, testimonials, NPS scores or implicit memory associations, your surveys form the foundation of product development efforts, branding and customer service. It doesn't matter who you are or what line of business you're in -- market research and customer feedback are critical.
The GRIT Report, a leading market research publication, recently surveyed 3,930 researchers to measure industry sentiment and forecast trends in market research. The results showed that 39% of researchers expect the quality of feedback to worsen over the next three years, while only 19% of researchers expect quality to increase. In other words, despite the advancing technology in questionnaires and surveys, companies are, generally speaking, getting worse insights about their customers.
https://www.forbes.com/sites/forbesagencycouncil/2018/10/11/the-death-of-the-traditional-feedback-survey/#520d22ee2403/
In today’s times, it is imperative that organizations deliver great customer experience. To be able to provide a customer experience par excellence, brands must regularly collect customer feedback in order to learn what’s working and what’s not working for the customers. Subsequently, they should make effective use of the feedback and work on it to improve the overall experience.
In a world where almost everything is just a few clicks away, customers are becoming increasingly impatient when it comes to resolving their concerns. In such a scenario, using a manual feedback collection through paper forms would seem archaic. Customers would lose trust in the brand because of the delay in processing the feedback and closing the loop on it.
http://customerthink.com/why-a-traditional-customer-feedback-management-system-is-bound-to-fail/
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