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Considering the Value of Online Surveys

Every year at UKFast we do a customer satisfaction survey and we include the results in our strategies for improvement. Having doubled in growth each year over the last four we now have a very healthy dedicated servers client base. On the eve of each survey the question arises – would this be best conducted online or over the telephone?

I spend a lot of time talking about the future of online and the ways the business world is gravitating to the web but for me customer surveys represent one aspect of monitoring that may not successfully move online.

If you work in an industry where customer feedback is important to you (and I wonder who doesn’t) then in order to get as much information as possible you need to facilitate an open dialogue. This is the only way to truly discover what your clients think – and you need to do it with all of them.

As an internet company, it’s easy to forget that people thrive on the human element. Of course, you need the right kind of questioners to engage customers in a way that will allow them to reveal the good, the bad and the ugly but they are worth a hundred online forms arriving in an inbox.

There are many areas of business where the internet makes life much easier but it’s hard to picture a time when attaining good honest feedback from your client list will be more effectively gained online than over the phone.

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