Interaction Metrics Blog

Listening to your customers is smart—as long as you ask thoughtful questions that elicit useful insights. Unfortunately, when it comes to customer surveys, too many companies go through the motions, conducting customer surveys just to say they did it. That’s a big, BIG blunder. To avoid this, customer experience teams need to establish clear goals and put on their research hats. This means tackling customer experience with a research mindset.

Is your survey too long? Here are four solutions for how to shorten your survey and avoid survey fatigue with your customers.

For anyone who hasn’t used a ridesharing app, once you’ve arrived at your destination, the app asks you to rate your driver between 1 and 5 stars. These ratings are said to provide valuable information, but if customers aren’t sharing what they really think what’s the point?

Do you have time for a survey? Can you give us some feedback?  Tell me how I did!

We are all too familiar with customer feedback requests as they bombard us from every side: email signatures, website pop-ups, phone queues (“press 1 after this call to …”), even the grocery gal circles a survey she’d like us to take at the bottom of the receipt.

There are many modes of customer service (phone, in-person, email, etc.). But, when done well, customer service chat is by far the best. It reduces customer effort, increases customer satisfaction and answers customers’ questions quickly. Plus, it’s less costly than the phone, is more immediate than email, and it amplifies conversion by showing up on your website just when customers are about to bail.

Getting an ROI on your great customer service is an important goal for any company. Customer Experience Helps ROI Whenever I run a webinar on how to drive ROI from customer experience, I get an unusually high number of registrants. This leads me to believe that while there are more customer experience (cx) roles than […]

Last Updated: May 14, 2025 Survey Overload I know you get asked to take customer feedback surveys all the time, because I do. Even the shortest business trip results in at least 5 surveys: Delta wants to know about your flight; Hilton wants to know about your stay; Enterprise asks about your car rental and […]

Jerry Sokol writes for Biz Meets Tech, and he recently wrote about something that’s always top of mind at Interaction Metrics—good customer experience metrics. Metrics are only useful insofar as they help you improve—simply tracking outcome scores or collecting data and calling it done is never the answer. The right customer experience metrics don’t just […]

Today I’m pleased to share a guest post by Ian Golding. Ian drives home the critical point that customer experience metrics are essential to transforming experiences. It’s always great to share ideas about how improve customer service from like-minded thinkers. When it comes to the profession that Customer Experience has now become, one of the […]

At conferences, I’m often asked about mystery shopping, and it got me thinking: there are a lot of misunderstandings about what mystery shopping can and can’t do. What Is It Good For? Mystery shopping has tremendous value for B2B as well as B2C, and is vital to a thoughtful and well-vetted customer service evaluation. Obviously, mystery […]

While there are a lot of common errors in customer satisfaction surveys, I recently experienced a particularly egregious one: fake customer survey data. Fake Customer Survey Data Example Our company recently began working with a website optimization service. As the introductory phone call drew to a close, our new account manager asked me to take […]

Last updated: May 4, 2026 Here is a question every CX leader should be able to answer: What did you do differently because of your last survey? If you did nothing, your measurement program is more decorative than real. What goes undiscussed in most CX conversations is that companies aren’t failing because they lack data. […]