Think back to the last interaction you had with a company. Was there something about the experience you wish would have been different?

If so, you’re not alone. Customers have lofty expectations about the experiences that companies provide. Companies that thoroughly understand customers’ expectations are in a better position to build winning customer, product, and brand experiences.

You can only know what customers expect through their feedback. And the best way to collect customer feedback, also known as experience data, is by using company surveys.

What Are Company Surveys

Company surveys are surveys created by a company with the intent of learning more about an area of the organization.

In the past, customers were required to complete surveys on paper or over the phone. These surveys were methodologically sound, but they were slow to conduct and labor-intensive to analyze.

Today, most company surveys are run online. The best self-service platforms allow companies to distribute surveys rapidly through email, text message, and other convenient channels. In today’s world, wherever customers are, they can be reached with a survey in real time.

Why Do Companies Implement Surveys? 5 Reasons:

Surveys help companies collect, analyze, and act on feedback—experience data.

This is the “human factor” data conveyed through the actual thoughts and feelings of customers. Operational data like sales figures, customer churn, etc., tell a company what is happening, but experience data tells them why certain things are happening. The “why” is what makes experience data so valuable.

Though every business has a different focus, the main reasons for obtaining experience data through surveys are:


There is no way to change history, but we can learn from it. Company surveys help businesses understand what led to customer behavior and trends. Surveys help identify the correlation between things like customer attitudes, cash flow, and profit and loss analysis. They help companies identify when customers have changing needs, perceptions, or interests.

Not only do these efforts shed light on what could have been done differently or was done properly in the eyes of the customer, they allow a company to learn from its own business results and forge a path forward into the future.


Customer habits and marketing effectiveness are constantly changing. In the past year alone, users of voice search have increased by 60%, according to Mindmeld. Company surveys can show whether or not a marketing campaign worked as expected to influence customer behavior.

This is important because it sheds light on sales patterns, and also informs the marketing department so they can build upon successes and increase operating efficiencies.


Customer surveys can be used to analyze how a company’s current practices are affecting customer behavior and the bottom line. Experience data from surveys allow businesses to make changes to their plans on the fly to reduce costs, boost sales, and operate more efficiently.

According to a report by Forrester, implementing customer surveys like Qualtrics avoided over $200,000 in failed product launches. Read the report.


79% of consumers only consider buying from brands that show they care, according to a recent study by Wunderman. It is important for brands to deploy campaigns that are in sync with customer perceptions.

The marketing team uses company surveys to make future decisions regarding how to best market products or services. This directly affects a company’s bottom line.

When conducting marketing research, it’s important to ensure your surveys are targeting the right potential customers. This can be done by creating buyer personas. Create better personas.


Experience data from company surveys can be used to create business plans for the future that are grounded in accurately predicted customer behavior. Executives within the corporation look at experience data to make informed decisions and implement plans for positive future growth.

According to a report by Forrester, implementing customer surveys like Qualtrics have helped companies save over $400,000 in reduced cost of staff. Read the report.

Experience Management: The Future of Company Surveys.

It has never been more important to conduct company surveys. Collecting and leveraging feedback as part of a comprehensive experience management program will help you predict how customers’ expectations will evolve—and how the customer, product, and brand experiences you provide should evolve with them.

Learn more about using Qualtrics Experience Management for company surveys

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This post was originally published on Sept 6, 2011 and was updated on April 4, 2018 with updated links and references.