Every organization has customers. Today they have the power to propel your company to success or failure. So you have to take action to capture the real-time consumer insights that help keep happy customers loyal and turn unhappy customers into advocates. If you know what your customers need, think and want, then you have the ability to act on that feedback to improve service and product offerings and ultimately the customer experience, right?

You need actionable data to drive these decisions. It really is a competitive advantage. But how can you encourage customers to provide this feedback? Well, a tried-and-true method is the online survey. To increase online survey engagement, you can use visualizations to quickly collect actionable customer data from any type of customer. While feedback is nice, results are even better. Here are four examples of how businesses are using data visualizations to improve survey response rates and produce actionable results:

Recreate the Experience

Rather than just asking a customer for feedback on their last experience, recreate it. For example, you might offer images of day-to-day materials that customers recognize, such as menus, or even images of the product itself in use. Customers will give more honest feedback if they can accurately recall their experience with the product or service.

Map It Out

An experience includes the combination of many moments. When asking users for their full feedback, create a map showing the different people, things and places the user has experienced, or even might experience. This will help people to choose their favorite moments and offerings, and precisely rate them against other options. This can also test the time it takes for users to identify or determine their choice, which helps you to prioritize your offerings.

Expand Your Data Range

Multiple-choice options don’t always capture a user’s full range of ideas or feedback. For example, a respondent might be asked to rate a glass of water as hot, warm, or lukewarm; but temperatures range far more than this. Similarly, a user’s particular sentiment can’t always be grouped into a limited number of categories. Use a sliding scale to help users pinpoint their rating of an idea or thing, and you’ll better understand the true preference and how to shift your offering accordingly.

Empower the Customer to Rank You

Show customers that you take their feedback seriously. Rather than asking customers to rank your product or services with an arbitrary number, link this score to something users can relate to–like a letter grade. The chances are that your users have been scored on their abilities at one time, so empower them now to evaluate you with a similar score! You’ll learn quickly whether customers are happy, or if you should make a change.

Tell us what unique techniques your organization uses to improve survey engagement and customer insights. We’d love to hear your story!