How to Become an Expert Survey Builder with InMoment

What do expert survey builders know that makes them so successful? Well, they’re always designing with the end in mind. From the very beginning, they’re thinking about outcomes such as: 

  • Why does this matter to my customers? 
  • How will I act on this feedback? 
  • What will my business gain? 

Strong and insightful surveys help businesses understand what they are getting right and where they need improvement. However, if your survey isn’t set up to ask the right questions at the right time, the data becomes irrelevant. 

Meaningful Experiences Start With Meaningful Data

To understand your customers and to get the most out of what they’re telling you, your survey design strategy needs to be spot on. Customers are often put off by long survey forms with irrelevant questions, which hinders their overall experience and can contribute to:

  • Declining Response Rates: Respondents fail to complete the survey and others may refuse to participate based on previous unpleasant experiences. 
  • Poor Quality Data: Respondents rush to get through surveys filled with questions that are irrelevant to them, or are forced into selecting answers which do not represent their true or complete feelings.
  • Missing Information: Respondents don’t have the opportunity to leave feedback in their own words on what went well and what could be improved.

Customers who decide to leave feedback through a survey which is built without consideration are becoming disengaged with the very feedback process designed to improve their experiences. But don’t worry, we will walk you through how to be the type of survey builder that takes into account the feedback experience, so that you can understand what actions need to be taken to improve customer experiences and even address your customers future needs!

Build Better Surveys to Improve Customer Experience 

A well designed survey gives your business access to a fountain of knowledge directly from your customers, detailing how you can better improve your product and service offerings to entice customers to do business with you time and time again. And who wouldn’t want access to that information?!

Better surveys means better customer information for your organization to act on, but it also means giving the customer a more consistent, relevant feedback experience. One that doesn’t interrupt, but is a mere continuation of their experience with your brand. 

If the survey questions are sent to the customer two months after their experience and the questions aren’t allowing that customer to express what they want to say, then it’s completely pointless. You will be receiving irrelevant, outdated information and the customer will also be frustrated and put off from leaving feedback. 

To get the most out of your surveys you should:

  1. Listen to your customers in real-time, when the experience is still fresh in their minds so you can capture the most information.
  2. Ask the right questions about the main touchpoints of their journey, not just the start and end. 
  3. Follow up on negative feedback to resolve issues before the customer churns and spreads the word. Negative experiences can often turn into positive ones if resolved in the right way. 
  4. Show the customer you are listening to them by following up with actions you have taken based on the feedback they have taken the time to leave. 

Design Your Survey to Gather Feedback at Every Touchpoint

Customer journeys can change on a dime and the only guarantee is that today’s journey looks nothing like yesterday’s—and tomorrow’s will certainly be something new. That’s why survey builders need to consider how to gather feedback at every touchpoint in real time.

Journey mapping workshops help you predict and plan for changes in customer behavior, so while your competitors are scrambling to adapt, you’re prepared to meet the evolving needs of the market. This approach has strong grounding in behavioral science and promotes a focus on the memorable moments within an experience that drive perception and behaviors.

InMoment’s Touchpoint Impact Mapping is an innovative way of understanding the moments that matter to customers. It is unique because it is based entirely on comment data drawn from customer feedback, ensuring a more accurate view of the customer’s memory of their experience. This creates an emotional picture of the journey that highlights what is most important to customers and also allows our clients to prioritize those moments that matter most to their customers.

Watch the video below to learn how banking giant Virgin Money leverages Touchpoint Impact Mapping to optimize the customer journey at key points:

How InMoment’s Active Listening Studio Can Help You Become an Expert Survey Builder

InMoment’s Active Listening Studio is a one of a kind listening suite that gives survey builders the control to gather feedback at every touchpoint, allowing customers to tell you what matters most to them without bombarding them with survey after survey. Active Listening Studio includes:

  • DIY Survey Creation
  • Our AI-powered Engagement Engine™
  • The Rapid Resolution Engine™
  • Our Eligibility Engine™
  • Social Monitoring
  • Multimedia Feedback

Leveraging these tools allows you to create a more effective targeted survey, optimize your listening strategy, and ultimately prove that you’ve improved experiences and your business. One of our global retail clients was even able to increase survey response rates by 37% and response length by 38%!

With an intuitive interface, InMoment’s DIY Survey Creation allows you to actively listen to what your customers, employees, markets, and users are saying. Paired with InMoment’s patented, AI-powered Engagement Engine™, rich conversations are encouraged by listening and responding to customers in real time, eliciting not only more, but more valuable responses.

DIY Surveys are a great way for brands to create and design unique surveys that engage targeted audiences through a multichannel approach. With InMoment’s survey builder tools, you are able to choose from best practice templates or create your own custom survey to match your particular brand standard needs. Plus, you can leverage in-app reporting where you can analyze response and completion rates and review survey performance seamlessly and with ease. 

Engage your audience at the right time to gain critical insights that will help you move your organization from experience monitoring to experience transformation. Whether you’re deploying your survey through multiple channels of distribution (like URL links, QR Codes or email), using our Invitation Management tool ensures the right surveys reach your desired target audience to collect feedback that drives Experience Improvement efforts in the moments that matter.

Want to learn more about how InMoment can help you conduct a better targeted survey—and improve your customer experiences, employee experiences, and beyond? Contact our team today and we’d be happy to explore the right options for your business!

About Author

The InMoment Team

Change Region

Selecting a different region will change the language and content of

North America
United States/Canada (English)
DACH (Deutsch) United Kingdom (English)
Asia Pacific
Australia (English) New Zealand (English) Asia (English)