20+ Customer survey statistics that will surprise you

Companies must understand their target audience and their wants and needs. Companies that tailor their marketing strategies to the demands of their target audiences will increase their sales and market share. Customer surveys provide you with the necessary data and insights in this regard.

Customer survey statistics are an excellent help if you want to learn the key points of creating an effective online survey. In this article, we have scanned all the statistics compiled and 20 effective statistics that will be useful for you:

20+ Interesting statistics about customer surveys

Customer survey statistics will guide you on how to increase customer loyalty. With customer survey statistics and customer feedback statistics, you can make comparisons that will help you achieve long-term success. Check out 20+ customer survey statistics that will teach you about the subject in detail:

1. 68% of customers are ready to pay extra for companies that provide excellent customer service.

Customer surveys are ideal for measuring customer satisfaction and demonstrating your value to your customers. Gladly found that 68% of consumers are willing to pay more for goods and services from businesses with a strong record of providing excellent customer support.

People tend to prefer companies that prioritize customer service, indicating a need for responsiveness to their wants and needs. Customer surveys can help you identify your customers' requests and make the necessary improvements under their guidance with statistical methods.

2. Almost 9 out of 10 people are more likely to make a purchase after a positive experience.

Customer satisfaction directly affects your sales and customer loyalty. The statistic published by Salesforce proves this. According to their data, 89% of consumers say that following a good experience, they are more likely to make another purchase in the future.

Customer surveys are the most effective way to measure your customers' attitudes and satisfaction levels with your products and services. Thanks to the results you will obtain from these surveys, you can make the necessary analyses and increase customer satisfaction. Thus, your sales will increase, and you can get ahead of your competitors.

3. Instant feedback is 40% more accurate than feedback collected a day later.

Qualtrics published a statistic that explains the best time to ask your customers for feedback. Their data tells that asking for feedback as soon as the goods or services are delivered increases response rates. Additionally, immediate feedback is 40% more accurate than feedback collected a day later.

The feedback you receive instantly from your customers will provide you with more accurate data to improve the services you offer them. For this reason, you can determine effective strategies for your company by encouraging your customers to participate in your surveys immediately after providing your products and services.

4. Properly conducted and motivated surveys can achieve response rates above 85%.

Data from People Pulse shows that when the survey is conducted correctly and the respondent population is motivated, response rates can rise above 85%. In this respect, surveys whose target audience is correctly determined and prepared according to the level of that audience will bring more participation.

After correctly identifying your target audience for your surveys, factors such as asking short and clear questions to encourage them to participate should not be ignored. Also, showing your customers that their feedback is valued and making them feel they have a say in your company's strategies will encourage them to contribute.

5. Customer retention is 5 to 25 times more profitable than acquiring a new customer.

Harvard Business Review found that acquiring a new customer can cost 5 to 25 times as much as retaining an existing one. Moreover, a 5% increase in customer retention significantly impacts businesses' profitability, often resulting in a more than 25% profit increase.

Since it costs more for your company to acquire new customers, developing the right strategies to retain your existing customers is critical to your company's success. Customer surveys can help you in this regard. With customer surveys, you can determine the necessary strategies to increase customer retention rates and increase your profits.

6. Bad customer care experience leads to dissatisfaction and disappointment in nearly half of consumers.

According to a Khoros survey, 41% of respondents with a bad customer care experience expressed anger, 43% expressed dissatisfaction, and 42% expressed disappointment. In the same survey, 67% of customers reported that they told others about their bad experience, and 65% have switched to a different brand.

Your customers need to express and evaluate their negative experiences through surveys so that their loyalty to your brand does not decrease. Therefore, with customer surveys, you will not only get customer feedback, but you can also ensure customer satisfaction by addressing their problems.

7. A successful survey response rate is between 5% and 30%.

The response rates of the surveys you will offer to your customers show your customers' interest in your brand. According to Delighted, the response rate of a successful survey usually ranges between 5% and 30%. However, a 50% or more response rate is considered excellent.

An increase in the response rate of your customer surveys shows that your customers are willing to give you feedback. By achieving high response rates, you can measure customer satisfaction more accurately. Taking action to show your customers that you value the feedback received will increase participation rates in future surveys.

8. Sending 1 to 3 reminders to customers can increase the response rate.

The reminders you send to your customers who do not participate in your surveys can be beneficial in terms of increasing participation. Qualtrics found that sending 1 to 3 reminders by refreshing the content to respondents who have not responded can increase the response rate by up to 36%.

Reminding your customers about surveys will make them feel you value their opinions. Thus, your relationships with your customers will be positively affected, and customer loyalty will increase. In addition, with reminders, you will increase participation rates and better understand your customers' expectations.

9. A strong brand image increases response rates by up to 10%.

Pointerpro has published statistics showing the impact of a strong brand identity in customer surveys. Strong corporate identity representations increase respondents' perceptions of the company's credibility, increasing response rates in customer surveys by up to 10%.

Creating a strong brand image in your services to your target audience will increase brand awareness and inspire trust. The same applies to customer surveys. Customers' trust in your company is the first and most important condition for them to share their data with you.

10. Feedback about a bad customer experience was ignored in 79% of cases.

Customer feedback is vital for brands to realise their shortcomings and grow. However, not all brands take customer feedback into account as they should. According to Smart Tribune’s statistics on customer satisfaction, customers who complained about a bad customer experience via online feedback were ignored in 79% of cases.

Failure to demonstrate to your customers that the feedback you get from them through surveys has served its purpose will lead to a loss of trust. Taking a customer-centric approach and meeting their expectations with the feedback you receive from them will increase customer loyalty and sales.

11. Incorrect targeting and insufficient motivation can reduce the response rate to less than 2%.

People Pulse's statistical analysis of customer satisfaction surveys revealed valuable insights and data. In the case of unreliable contact information, a group of respondents mismatched to the target audience, or insufficient incentives and motivation to respond, the response rate may fall below 2%.

You should develop incentive solutions to satisfy your customers and keep them participating in your surveys, such as offering rewards. In addition, your customers prefer to participate in surveys that are relevant to their experience and interests. Therefore, it is essential to determine your survey questions correctly.

12. 89% of surveyed companies use Net Promoter Score (NPS) surveys.

According to Statista, with 89 percent of respondents utilizing it, the Net Promoter Score (NPS) is the most widely used indicator to evaluate customer experience. Just 3 percent of the companies surveyed said they didn't employ a customer satisfaction metric.

Net Promoter Score (NPS) surveys are one of the most effective ways for your customers to evaluate their experience and give you feedback. Therefore, it is widely used by companies. In addition, this statistic shows you that only a very small proportion of companies do not attach particular importance to customer satisfaction.

13. Up to 48% more people will respond to personalized surveys.

According to a valuable study done by Qualtrics, personalized surveys can increase response rates up to 48 percent. With the help of personalized surveys, you can improve your response and completion rates and optimize the feedback process for your company.

Instead of asking general questions to your customers in the surveys you create, asking questions about their personal experiences will attract their attention more. Addressing your customers by name in surveys and asking questions about their past purchases will allow you to create more personalized surveys.

14. More than 90% of consumers want to shop again from businesses with satisfactory customer service.

HubSpot shows the impact of the quality brands offer in customer service on customer retention rates. 48% of consumers say they have changed brands in the past year for better customer service. In addition, 93% of consumers are willing to make repeat purchases from businesses that provide excellent customer service.

Offering satisfaction surveys to your customers and making the necessary improvements by receiving feedback will enable you to retain them. With the data you get from them, you can provide better customer service and increase their loyalty to your brand.

15. While 80% of businesses think they provide positive customer experiences, 8% of consumers agree.

The experiences that companies think they offer to customers may be different from what happens. Bain & Company found that 80% of businesses thought they provided a "superior experience" to their customers. In reality, only 8% of consumers agreed.

The big difference between the level of satisfaction that companies think and the satisfaction expressed by customers shows that companies are unaware of customer wishes. Having the wrong perception in this regard will lead companies to lose their customers. Learning what your customers think about your products and services by conducting a customer satisfaction survey and statistical analysis will prevent you from having such misperceptions.

16. 70 % of consumers tend to work again with companies that provide solutions to their complaints.

Help Scout's statistics show that it is not enough to provide customers with quality products and services; it is also necessary to collect feedback and produce solutions. When companies consider their customers' complaints and resolve those in favor of the customer, the repeat business rate of customers will be around 70%.

Through the customer surveys you create, you can analyse consumers' complaints and work to provide solutions. You can get a loyal customer base by taking their complaints into account and producing solutions. In this way, in addition to keeping your existing customers, you can reach large masses by achieving a positive image.

17. Most consumers prefer to be in contact with the brands they shop with.

According to Khoros’s data, 79% of consumers found participating in an online chat with a customer service representative helpful. 75% of consumers found it valuable to interact with other customers in a brand's online community. Moreover, 67% said that communicating with a brand on a mobile app was useful to them.

These statistics show that consumers prefer to be in contact with brands. With the surveys you will conduct, you can measure their level of satisfaction in their communication with your brand and find out which channel they prefer more. In addition, the fact that mobile applications are a popular method of communicating with companies means that it will be useful to make your surveys mobile-compatible.

18. The global loyalty management market is expected to surpass 41.2 USD by the end of 2032.

Statista shows the expected growth in the customer loyalty market with the statistics published. In 2024, the global market for loyalty management was valued at 13.31 billion US Dollars. By the end of 2032, it was also expected to have surpassed 41.2 billion US Dollars.

Companies have paid more attention to customer loyalty over the years, and investments in this area are expected to increase. Customer loyalty is possible by listening to customers and meeting their expectations. In this respect, customer surveys allow you to determine your customers' expectations.

19. Only 2 in 1 executive teams customize their products and services to meet customers’ wants and needs.

Customizing products according to customers' needs is one of the best ways to increase brand awareness and ensure customer loyalty. However, according to Bain & Company, only 50% of executive teams customize their services to customers' needs, and only 30% organize maintenance functions to deliver outstanding customer experiences. Additionally, just 30% maintain efficient customer feedback loops.

These statistics show that the vast majority of companies do not pay attention to the feedback they receive from customers and fail to meet their expectations. You can get ahead of your competitors in the sector by creating customer surveys and improving customer service according to the feedback you receive.

20. 79% of consumers are more willing to share information when their needs are recognized and met.

The data obtained from Salesforce's research shows the results of providing personalized customer experiences in your surveys. In exchange for contextualized interactions where they are instantly recognized and understood, 79% of consumers are willing to share relevant personal information.

Consumers prioritize accurately understanding their wants and needs, leading to effective solutions. This understanding encourages them to share personal information and participate in surveys. You can boost revenue growth at high rates by using this information to take the right steps.

7 Pro tips to take away when creating surveys

Tips for survey creators

Using customer surveys, you can show your customers that you value their opinions and strengthen your brand image. One of the most essential points to consider when preparing your customer surveys is correctly determining your target audience. If you do not determine your target audience correctly, the survey will not serve its purpose. Here are 7 tips you should pay attention to in your customer surveys:

✨ Ask short and clear questions: Short and clear questions in your survey will increase participation and completion rates. In addition, the short completion time of your survey will increase response rates.

❓ Use of different question types: Including different question types in your survey will increase the diversity of your form. Also, using more than one question type will allow you to get more comprehensive feedback.

📲 Make sure your survey is mobile-friendly: The mobile compatibility of your survey ensures that your target audience can participate regardless of time and place. Thus, you can deliver your survey to more participants and collect data from a wider audience.

🎯 Ask personalized questions: Personalized questions in your survey will be more attractive to your target audience. This will increase participation rates, and you can make more accurate inferences for your company.

🔔 Send reminders: You can get more responses by sending reminders about your customer survey to your audience. Timed correctly and not too often, reminders will be profitable for you.

🚩 Pay attention to negative feedback: Negative feedback can help you identify the right strategies for your company's future. It also allows you to recognize shortcomings in your products and services and make the necessary adjustments.

🙌 Show participants that you value their feedback: Making your customers feel that their opinions are valued encourages participation and builds brand awareness. You can build a strong bond with them by improving based on their feedback.

How can forms.app help you create better customer surveys?

forms.app offers you the best alternative for creating customer surveys. With its user-friendly interface and easy operation, you can save time while creating surveys. In addition, forms.app offers a free lifetime plan that allows you to utilize these services at no cost. Take a look at some of the features of forms.app that will make a difference when creating customer surveys:

🎨 Design customized surveys for your brand: You can customize your survey according to your company's brand identity and reflect that identity on the participants. By adding your logo to your survey, you can achieve a professional look and increase your brand awareness.

🧩 Take advantage of numerous integrations: With forms.app's integrations that serve many different purposes, you can make the feedback collection process more efficient and simpler for your company. You can transfer and store your data to different systems with the help of integrations and share it with your team.

🤖 Analyze the results with AI: With forms.app AI, you can optimize your analysis process and save time. In addition, you can create a form that suits your needs and share it with your target audience with forms.app AI.

📚 Leverage the extensive template library: forms.app's extensive template library allows you to create surveys that serve their purpose by using the right template. You can create your survey process with templates suitable for every industry and use case.

🚦 Offer personalized surveys with conditional logic: You can direct your participants to different questions based on their answers and offer personalized experiences thanks to conditional logic. Personalized experiences will increase the participation rates of your survey.

📱 Create mobile-friendly surveys: With forms.app, you can create mobile-friendly customer surveys and let your customers participate anytime, anywhere. This way, you can reach a wider audience and collect data on a larger scale.

🔁 Use different sharing options: You can integrate the surveys you create in forms.app into your website, share them on social media, or create a QR code to present to your target audience. With different sharing options, you can provide quick and easy access to your customers.

Final words

In this article, we have compiled 20+ customer survey statistics so you can understand the subject in detail. Thanks to customer surveys and customer retention statistics, you learned what a customer survey is and received tips for optimizing your customer surveys. You also discovered the highlights of forms.app, the best alternative for creating customer surveys.