Today we focus on customer surveys. What works, what doesn’t. What types of questions should we be asking and how long should they be? Martha Brooke from Interaction Metrics breaks it all down for us. Listen in….

WESA Retail Roundup November 10, 2025:

• Host: Glenn the Geek, Host of Horses in the Morning
• Facebook: Retail Roundup Facebook group
• Guest: Martha Brooke of Interaction Metrics
• Presented By: Western English Sales Association

Chapters:

16:16 - The Importance of Survey Design and Analysis

24:32 - Incorporating Open-Ended Questions in Surveys

27:54 - Understanding Customer Feedback and Growth Mindset

Takeaways:

• The importance of customer surveys cannot be overstated, as they provide invaluable insights into consumer preferences and experiences.
• Engaging with customers through surveys necessitates a thoughtful approach to question formulation that mitigates bias and maximizes clarity.
• The timing and frequency of survey invitations significantly impact response rates, necessitating strategic planning for optimal engagement.
• Surveys can be categorized into two principal types: Touchpoint surveys and Overall Experience surveys, each serving distinct purposes in gathering customer feedback.
• Effective surveys should prioritize brevity, with a recommended maximum of ten questions to ensure higher completion rates from respondents.
• Companies must actively analyze survey results and implement actionable changes based on feedback to foster customer loyalty and improve service quality.