How to use satisfaction surveys for your customer journey

Did you know that 91% of customers who are unhappy with a brand will leave that brand without even complaining?

Well, now you know. It’s better to know the data before it’s too late. The number is a little scary, isn’t it?

No wonder: we live in the age of customer experience. Nothing is enough for the consumer, every customer experience must be enhanced.

The key? Know how.

You can also take this as a simple statistic; But the reality is that this metric is very relevant and must be worked on from different angles.

It’s no secret that companies of all kinds today invest a lot of resources in various technologies to try to better understand their consumers, thus seeking to take advantage of a better customer experience (CX). .

That’s where having tools and strategies specially designed to work with customer satisfaction surveys provides the possibility of forming a more complete picture of consumer preferences.

If you’re looking for specific features and examples of customer satisfaction surveys, you’re in the right place. It’s time to talk about customer experience.

Incorporate the real value of the customer journey now

Before moving forward, you need to be clear about what we mean by customer journey .

Customer journey is the total journey that the customer experiences in their relationship with a company from the beginning of the interaction to the end of it.

Customer journey


This journey begins with the first contact that users have with the company, taking into account that the goal of the company will always be to create a long-term relationship between both parties.

It is clear that it is not an easy goal, and that it is also the same goal that any type of business would seek in principle.

But there is one thing that is 100% certain: the basics and the main objective of any customer journey is to try to understand what works and what doesn’t. It doesn’t matter the industry.

So where do you start?

Gather information, foster a shared, consumer-centric vision within your company, and progressively look for ways to best meet your customers’ needs.

Working with an in-store customer satisfaction survey model is a key tool that will give you a real picture of your business.

Please take 10 seconds and place yourself in the following situation (yes, only 10 seconds): put yourself in the shoes of a consumer who has had a bad experience.

Does it make you reconsider choosing that brand or service again? Will you make a claim? Will you complain on social media? Will you tell your friends and family the bad news?

This all depends on many factors, but keep in mind that the vast majority of bad consumer experiences won’t reach your ears unless you do something about it.

What can you do? Start listening.

Start simple: use the benefits of an in-store customer satisfaction survey . It will be the starting point to boost your customer experience.

Advantages of a successful customer journey map

A company must efficiently manage the customer journey from the very beginning of the interaction between both parties.

A “map” of the journey can be created as soon as some consumer data is obtained from the research results.

Mapping the customer journey requires more than instinct and hunches; Rather, it will be the articulation of solid data together with the specific analysis of user behavior that supports the decisions that will be made in the future.

Customer journey map, 3 main benefits:

1) Creating a customer journey map is a unique opportunity for companies to “get inside” their consumers’ heads and gain valuable insights into how the brand experience is perceived.

Customer journey


2) Inspire empathy in your internal customers (collaborators), giving them greater clarity on what buyers prefer and how they often feel within the process.

3) With a proper understanding from clear metrics, you can master user behavior patterns and obstacles that may arise, developing everyday best practices and anticipating future needs.

(You may also like: How to imitate Amazon’s successful customer experience policy )

Customer satisfaction survey: key to your customer journey map

15 years ago (probably) a “descriptive” website that complemented the in-store customer experience worked perfectly to enhance the customer experience.

Nowadays, logically, it is no longer enough to build a visually pleasing website and sit back and wait for the audience to come to you.

It’s vital to take a proactive approach to getting all your products and services in front of your customers and prospects (literally in front of them).

That’s because 86% of users are now willing to pay more for a great customer experience.

What kind of experience do consumers get when they come into contact with the brand? Is your company focused on selling little and now, or does it aim to find out what your customers think and feel in real time to project a successful future?

“Hello, thank you for your purchase.

Would you mind telling us what we can do even better in the future?”

There is nothing more reasonable or friendly than saying this to someone who has already paid for our products or services. That being the case, there are many advantages to using customer satisfaction surveys.

A customer satisfaction survey is a great way to ask users about how they can act in the future with the intention of doing better the next time the company and customer interact.

One thing is indisputable: we all love to be heard. Your customers will love to feel that their opinions and experiences matter, but above all that they will be taken into account.

By asking the right questions in the customer satisfaction survey, it is possible to gain deep insights from consumers much more quickly.

What do your customers think and feel in real time?

Developing an accurate model of a consumer’s personality profile is very important when thinking about the right strategy for conducting a customer satisfaction survey.

Over time, only companies that manage to develop a deep, complex, and accurate model of the way their users think and feel thrive.

This includes (among many variables) aspects related to intentionality before a purchase, how often the brand is interacted with, what pain points should be improved in the future, what the balance is like after the experience, and more.

Customer journey


Customer satisfaction surveys show total commitment to consumers, because it is a legitimate way to convey the idea that in the future the company will seek to optimize the user experience as much as possible.

Reduce negative word-of-mouth

No matter how good the products or services offered, how competitive the prices are, or how responsive the customer service is, there will occasionally be dissatisfied customers.

A good customer survey provides an opportunity to change bad word-of-mouth before that opinion hits the streets.

If you’re reading this article, you’ve probably already done more than one Google search with one of the following expressions:

  • What to Ask in a Customer Satisfaction Survey
  • Satisfaction Surveys Examples
  • Satisfaction Survey Examples
  • Customer Satisfaction Survey pdf
  • Satisfaction Survey Questions

Without a doubt, there are countless websites where you can go to look for questions that fit your customer satisfaction survey. However, that’s not what we recommend from Global Metrics .

Here we encourage you to make your own way: think about your brand, don’t copy other people’s formulas, and don’t do anything that threatens your own possibilities for development.

You simply need to find the perfect way to show your customers that you truly listen to their comments, concerns, and complaints.

How to be responsive and efficient?

Our Customer Voice service allows you to collect information directly from your customers in store. It is done through touch screens, with an emoji system to facilitate participation (also with a contactless option).

In addition to instant metrics, you can also count on alarm systems to know negative experiences.

This provides the advantageous possibility of quickly serving potential frustrated customers, which can be the difference between losing them or building loyalty.

What are you waiting for to boost your customer journey through the use of customer satisfaction surveys?

If you need more information on how to get direct, regular, and real-time feedback, go to

Leave a Reply