FAQs: Your Questions. Expert Answers.

Interaction Metrics is the leading independent customer survey company providing end-to-end customer experience (CX) strategies. We write surveys, send them, tell you what they mean—and integrate with other CX methods to fuel your growth.

Founded by Martha Brooke in 2004, Martha continues to oversee client projects, working with a focused team of CX Analysts who deliver actionable, evidence-based insights.

Don’t pay for software. With us, you get the best survey platforms, combined with 25 years of CX research intelligence, resulting in high-quality insights and lower total costs.

Interaction Metrics is for teams that need to go beyond templated surveys—and want to grow using objective, reliable data.

We work across industries, but we’re especially well-suited for:

• B2B manufacturers
• Healthcare organizations
• SaaS and technology companies
• Private equity firms

What unites our clients? They take customer experience seriously and prioritize evidence over gut instinct.

Unlike DIY tools, TrueData™ surveys are designed by real researchers, vetted for bias, and paired with expert analysis—not just dashboards.

We enhance your existing program by delivering more objective, actionable, and strategic insights. Specifically, we:

• Audit your survey questions to remove bias
• Optimize for higher response rates
• Integrate your CRM data for deeper analysis
• Use dynamic logic to reduce survey fatigue
• Provide robust analysis to uncover specific areas for improvement
• Deliver interactive dashboards to help you track progress over time

Whether you’re starting from scratch or refining an existing program, we’ll help you elevate your surveys—and your results.

TrueData™ is our proprietary survey model built to cut through noise and deliver actionable insights.

Our TrueData model combines expert survey design, top-tier survey platforms, and advanced analytics to eliminate bias, prevent survey fatigue, and make results easy to act on.

Every TrueData™ engagement includes:

• A survey audit (if you already have a survey)
• Custom survey design—no templates, no guesswork
• A real-time data portal
• Open-ended comment coding using expert research with AI tools
• A Findings Report with clear priorities and next steps

And yes—TrueData™ surveys look great, too. Try one of our short surveys here →

Most surveys are built for the sending company—not the respondent. They ask vague or biased questions, suffer from poor sampling, and produce data that’s either too shallow or too noisy to act on.

TrueData™ flips the script.
It gives you surveys that your customers and employees actually want to take—along with results you can trust. With TrueData™, you’ll uncover:

• Where expectations break down
• Who needs a callback
• What actions are most urgent

It’s the difference between collecting feedback—and having actionable insights that drive growth.

Customer Experience is the unbounded sum of sensations, emotions, perceptions, and expectations that your customers have when interacting with your company, from their first interaction to their last.

Expectations have particular importance because each interaction your customer has is filtered by the promises made across your marketing communications and the experiences offered by competitor and comparable companies.

Basically, Customer Experience isn’t just about what happens during interactions—it’s also about what doesn’t happen. And it’s not limited to what’s inside your four walls; it includes everything that surrounds and influences your customers’ journey.

CX pace-setters don’t just let things happen—they design every touchpoint to be intentional, meaningful, and worth remembering. They align people, processes, and technology to deliver experiences that build trust, reduce friction, and keep customers coming back.

Customer Satisfaction teams focus on measuring customer contentment—usually through surveys and ratings.

Customer Success teams work to ensure customers achieve their goals, often through onboarding, support, training, and proactive guidance.

CX (Customer Experience) teams take a broader view. They look across the entire journey to design and improve every interaction—whether it’s digital, in-person, or behind the scenes.

In short: Satisfaction measures. Success supports. CX designs. All three matter—but they play different roles.

They’ve raised the bar—permanently.

Amazon has made fast, frictionless delivery the default. From the customer’s point of view: if Amazon can get it to me in two days, why can’t you?

Apple has elevated packaging into part of the experience. So if Apple’s box opens like a gift, why does yours require a knife, scissors, and brute force?

Today’s customers rightfully want experiences that are seamless, thoughtful, and efficient. So, if the experience you offer is clunky, you’re not just disappointing your customers—you’re falling behind. That’s why Customer Experience management isn’t just a nice-to-have—it’s essential to staying competitive.

Too often, companies treat CX as simply a score—like NPS or customer satisfaction. But those are outcomes, not the experience itself.

The real opportunity lies in improving the processes that lead to those outcomes: how customers are onboarded, supported, and heard. You can’t fix a score directly—but you can fix the interactions and systems that shape it.

In short, focusing on outcomes won’t move the needle. Focusing on the experience behind them will.

Most clients start with broad goals. They want to:

• Increase their Net Promoter Score
• Outperform the competition
• Add value through better customer service
• Deliver standout customer experiences
• Get actionable insights from open-ended feedback

Over time, these goals become more focused—zeroing in on specific touchpoints, departments, or customer segments.

Customers expect smooth, thoughtful interactions—and they’ll speak up when they don’t get them. Companies that ignore the customer experience risk:

• Losing customers
• Missing chances to impress
• Falling behind competitors who do prioritize CX
• Earning poor reviews and bad PR

With so many risks, exceptional CX direction is essential. Think of it as risk management, sales, and bottom-line savings all rolled into one.

At Interaction Metrics, we believe in starting with your goals. What specifically do you want to understand in granular detail or improve?  From there, we recommend the right methods and metrics based on your needs—not on a pre-set formula.

Survey companies  say, “you need a survey.” Conversation Analytics firms say “you need conversation analysis.” Right away that sets us apart.

As a true CX research and strategy company, we align methods to your mission. For instance, that might include:

• Transactional surveys (e.g., after tech support or customer service)
• Comprehensive customer satisfaction studies
• Ongoing tracking programs
• Text analysis of open-ended comments
• Customer service evaluations

Well, of course, we’d say we are. But truly, the best companies don’t just sell you software, they deliver results. Interaction Metrics is a full-service survey company that combines expert design, end-to-end management, and scientifically valid analysis. You get reliable customer feedback to improve your customer experience—without a super-sized price tag.

The big-box survey platforms like Qualtrics and SurveyMonkey offer solid tools for data collection. But the quality of the insights you get depends on how you use them. Key factors include:

• The neutrality and clarity of your survey questions
• Your ability to reach a representative sample
• The depth of your methodology and analysis

While these platforms can collect data, they don’t interpret it. You’ll still need to decide:

• Who will run your correlation analysis?
• Who will determine the right metrics?
• If you’re using AI for text analysis, who will train it and manage quality control?
• Who has the expertise to tag and categorize open-ended responses?
• How will you ensure a scientific approach from start to finish?

In short, platforms give you tools—but without strategy and expertise, they won’t give you meaningful insights.

Looking for a Qualtrics or SurveyMonkey alternative? Interaction Metrics is more than software. We run ‘done-for-you’ surveys using premium platforms like Qualtrics, so you don’t have to manage the tech. From survey design to outreach, reporting, and strategic insights—you get everything in one affordable, expert package.

One of the biggest mistakes is copying questions from well-known companies—assuming they must be doing it right. However, even industry leaders often conduct vague, biased, or unscientific surveys that frustrate customers and yield unreliable data.

To avoid these pitfalls:

• Write neutral, specific questions
• Keep surveys engaging
• Test all surveys for bias and fatigue

A great survey isn’t about what others are asking—it’s about getting the truth from your customers.

Yes—and it starts long before you write a single question. The best surveys are rooted in a deep understanding of your customer experience and designed to reveal what’s really going on. Here are a few key guidelines:

• Start with the nuances. Brainstorm the key moments and questions that matter most in your customer journey.
• Design for clarity and relevance. Use logic gating to keep surveys short and tailored. Avoid dull or biased questions.
• Get a second set of eyes. Have someone outside your team review the survey for clarity, neutrality, and tone.
• Aim for representative data. Use strategies to boost your response rate so your findings reflect your full customer base.
• Be honest about the data. Once responses are in, look for the story—but don’t force one if it’s not there.

This is just a high-level overview. For more, check out our list of the 20 most common survey flaws—and how to fix them.

The “best” platform depends on your goals—which is why we license multiple top-tier tools and match the right one to your needs. You don’t have to spend a dime on software—we’ve already got it covered.

Our surveys are as turnkey as you need them to be. We write the questions, launch the campaigns, manage the data, and give you a real-time results portal at no extra cost. And if you want deeper insights, we can layer in interviews, text analysis, or other research methods.

It’s not about the platform—it’s about getting results you can act on.

The best follow-up comes from someone who understands your company—but isn’t the face of your company. When customers talk with an independent research team, they’re more likely to be honest and candid. That’s human nature. For richer, more actionable feedback, keep the conversation objective.

A successful follow-up starts with respect and preparation. Never call out of the blue—schedule a time and frame the conversation as an opportunity to listen and improve.

Ask thoughtful, open-ended questions like:

• What’s one thing ABC could improve right away?
• How would you describe ABC to a friend?

The goal is to learn—not defend or explain. And ideally, an independent 3^rd party who’s not invested in hearing any particular type of answers conducts these follow-ups for you.

Start with a respectful email to ask if they’d be open to a conversation. Keep the tone disarming and genuine. When it’s time to talk, make sure the interviewer is someone neutral—not the rep the customer dealt with. Ideally, it’s a trained researcher who can listen without bias and ask permission to record the call.

After the interview, send a thank-you note and outline the next steps. If done well, even frustrated customers can become advocates.

Partnering with Interaction Metrics ensures this process is seamless. We handle interviews journalistically and with care. In addition, we provide dashboards with reports to keep your team fully in the loop.

Costs vary depending on scope, but here are typical ranges:

• A Project: A one-time initiative with a focused objective
  Average: $7,000–$35,000
• A Daily Data Program: Continuous surveys at the end of interactions (e.g., orders, repairs, tech support)
  Average: $2,500–$15,000 per month
• A Tracking Study: Long-term research comparing customer (or employee) opinions over time
  Average: $35,000–$60,000 per study

Pricing depends on factors like survey software, list size, and the level of analysis you need. Learn more about the cost of surveys here.

To run a survey, you’ll need a few core tools:

• A platform to host and design the survey
• Email software to send invitations (such as SMTP2GO)
• Data analysis and reporting tools

There are many survey platforms available, each with its own strengths. For example:

• Alchemer makes it easy to embed live data back into the survey and offers flexible logic tools.
• Qualtrics is more expensive but includes features like video interviews and powerful integrations—especially if paired with tools like Zapier to link with Salesforce.
• SurveyVista integrates directly with Salesforce, which can be ideal if your organization is already built around that CRM.

Platform capabilities and pricing change frequently, so it’s best to evaluate them based on your goals and technical resources—or work with a partner (like us!) who already holds the licenses and knows how to deploy them effectively.

Our methodology improves clarity and relevance—plus we handle deliverability checks, timing, and incentives. That’s why we regularly get 2–3x the response rate of typical DIY tools.

No—because the best metric depends on your company’s goals.

• If you want to compare yourself to other companies, Net Promoter Score (NPS) may be the most useful.
• If your goal is to be the easiest company to work with, Customer Effort Score (CES) is likely the best fit.
• If you have high-value customer relationships, Competitive Edge Score is often the most insightful.

In short, there’s no universal “best” satisfaction metric—but there is one that’s best for you.

We calculate Customer Effort Score by averaging how much effort customers report across key interactions—like searching your website, placing orders, or reaching customer service.

The more friction in these areas, the lower your CES. It’s a measure of how easy (or difficult) it is to do business with you.

Aggregate scores—like Net Promoter Score or our Quality of Customer Interaction™ (QCI™) Score—give you a quick read. But the real value is in the details.

That’s why we segment your results by persona, touchpoint, and other key variables. This segmentation turns a simple score into a strategic roadmap.

Not all parts of the experience matter equally.

Some departments, teams, or services influence customer satisfaction far more than others. That’s why weighting is essential.

To apply weighting:

• Run a correlation analysis to identify what drives your scores.
• Or, ask customers to rank their priorities using a drag-and-drop format or similar technique.

Either way, scores without weighting can mislead.

For small customer bases, surveys often fall short. Customer Interviews are a better choice—especially when each relationship matters.

With interviews:

• You tailor questions to each customer.
• You hear their tone, context, and nuance.
• You uncover insights you wouldn’t have known to ask.

They’re more resource-intensive—but the payoff is worth it.

The Net Promoter question asks: How likely are you to recommend ABC to a friend or colleague?
Respondents answer on a scale from 0 to 10.

Absolutely—assuming NPS aligns with your business goals.

We don’t just send the Net Promoter question and call it a day. We optimize every part of the NPS survey to deliver insights you can act on.

Net Promoter is often a good fit for industries where customers are likely to make referrals—think elective healthcare, luxury goods, or high-end hospitality.

Your Net Promoter Score (NPS) is the percentage of Promoters (those who rate 9 or 10) minus the percentage of Detractors (those who rate 0 to 6).
Passives (7–8) don’t factor into the score.

Pros:

• Simple and widely recognized.
• Easy to track over time.
• Socially oriented—it asks about recommending your company to others.

Cons:

• It may feel generic or impersonal, especially if used without customization.
• Scores from 0 to 6 are lumped together—but a 0 and a 6 often mean very different things.
• It’s not appropriate for all industries (e.g., niche B2B companies) or touchpoints (e.g., website usability).
• It treats all parts of the experience as equally important—without weighting for impact.

In short: NPS is useful—but only if it’s implemented thoughtfully.

A Net Promoter Score is just a number. A Net Promoter Strategy is what makes that number meaningful.

A complete strategy includes:

• Discovery to identify which touchpoints to measure.
• Tailoring the question wording, if needed, to fit your audience.
• Segmenting results by persona, region, and experience type.
• Running correlation analysis to identify what drives advocacy.
• Analyzing open-ended responses to reveal root causes.
• Adding a few strategic follow-up questions to enrich the data.
• Providing a structured way to close the loop with respondents.

That’s what turns Net Promoter into a tool for action—not just tracking.

It’s tempting—but not necessary. While individual interpretations of a “10” may vary, when you aggregate across a broad group, these differences even out.

Instead of explaining the scale, segment your results by region and culture—and focus on directional changes over time.

That way, you get insights that reflect real-world context without introducing bias.

Not exactly. It doesn’t make sense to ask someone to recommend a company they’ve never done business with.

But you can measure your prospect experience using other questions. For example:

• What have you heard so far about ABC?
• What words come to mind when you think about ABC?

These kinds of questions uncover brand perception and help you shape the top of your customer funnel—without misusing NPS.

Text Analysis is the process of extracting meaning from open-ended customer comments. It identifies key themes, issues, and priorities, often with a level of specificity and nuance that quantitative questions can’t capture.

Sentiment Analysis is just one part of that process—it tells you whether a comment is positive, negative, or neutral, and sometimes surfaces emotional tones like frustration or delight.

But while sentiment gives you a feel for tone, Text Analysis tells you what the comment is actually about—making it far more actionable. At Interaction Metrics, we deliver both: sentiment scores and a theme hierarchy, so you know not only how customers feel, but why.

Customer comments are your most valuable survey data—they reveal how customers think, feel, and explain their experiences in their own words.

But to unlock that value, you need more than a word cloud. Our Text Analysis interprets what customers are actually saying—organized by priority, topic, and tone. For large datasets, we combine expert review with AI to get speed without sacrificing insight.

AI is a good fit if:

• You collect large volumes of open-ended comments.
• You run frequent surveys (e.g., post-transaction or daily pulse surveys).

AI is less effective when:

• You’re analyzing a one-time survey or low response volume.
• Your customers use specialized language, such as industry codes, acronyms, or internal terms that require custom training.

We’ll help you decide when to rely on AI—and when human insight is the better investment.

• Structured data is organized into predefined formats—like rating questions, multiple choice, or dropdowns.
• Unstructured data is open-ended and less predictable—like survey comments, interview transcripts, or chat logs.

Customer surveys often include both. But it’s the unstructured data—what customers freely write—that holds the richest insights about pain points, expectations, and experiences.

Tagging is how we make unstructured data understandable—and usable.

We develop a custom coding framework to classify comments by topic, issue, and priority. Think of it like a taxonomy: broad categories (like “Website Experience”) narrow into specific tags (like “Navigation” or “Search Tool”).

This tagging process:

1. Is created by human analysts using multiple cross-checks.
2. Is iteratively refined to reflect your business context.
3. Lets you quantify open-ended responses with clarity and depth.

Employee feedback is often the missing link in CX. After all, employees shape your customer experience every day—through their interactions, decisions, and alignment with company values.

Regular Employee Surveys help you:

• Uncover operational friction before it affects customers.
• Identify gaps between leadership perception and employee reality.
• Track how internal culture supports (or undermines) CX goals.

When you listen to employees, you get a clearer view of what’s really happening—and how it impacts your customers.

Because employee engagement directly influences customer satisfaction, we recommend running employee surveys quarterly or at least twice a year.

This cadence allows you to:

• Spot and correct problems quickly.
• Track trends over time.
• Respond to workplace shifts as they happen.

Here’s how to balance value and respect for employees’ time:

• Keep surveys short and focused. One survey might center on leadership, the next on customer empathy. Always include a few consistent rating questions for trend tracking.
• Visualize the data. Share summaries or infographics so employees see how their input is used.
• Make it anonymous (and believable). Employees must trust the anonymity process if you want candid answers.
• Include one core metric. Choose a rating question that appears in every survey so you can monitor overall sentiment over time.
• Tailor the experience. Customer service reps shouldn’t receive the same survey as marketing managers. Smart survey logic makes questions relevant—and responses more accurate.

Absolutely. Employees are often your most untapped source of CX insight.

One high-impact approach: ask employees how they think customers would answer key survey questions. Then compare their responses to actual customer feedback.

The gap between perception and reality? That’s where your CX blind spots live.