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Five recommended ways to use surveys

The use of the survey will always be a crucial way to learn and gather information about your customers. However, it should be done in a thoughtful manner. Here are five recommended ways to use surveys.

  • Leverage existing internal data to create highly targeted surveys while lowering the burden on customers.

  • Use bloated relationship surveys sparingly. Use them only for a baseline where a small response rate is acceptable for validation purposes. Don’t repeat them annually. Every other year at most.

  • Use pulse surveys and transaction surveys to target key areas of focus.

  • Use an adaptive design approach (different questions for different respondents) to create customer engagement by increasing topic relevancy while reducing survey length.

  • Reduce the volume of surveys by implementing sample optimization techniques and deploying predictive analytics.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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