Asking your customers for feedback is a critical part of running a successful business, regardless of your industry, products or services provided.  Knowing what your customers perceive to be their experience with you is so important to internally rallying around their view… not your internal perception.  The only reality that matters, is your customers’!  Launching a Customer Survey program to measure “delight” — or dissatisfaction is a good way to gather this type of feedback and share with your team members.  It helps you and your company govern critical needs and provides you an opportunity to effectively communicate, act and build long lasting relationships with your customers.


Today, we want to share with you our Customer Survey results as well as some best practices to consider as you conduct your own customer surveys. Below is the summary of our Customer Delight Survey for 2017:


Now while our Delight Index is very positive, we still took the time to understand what we need to keep doing and improve upon to maintain and improve this level of Delight:

  • “Great thought leadership in CX and depth of insight on how to tackle challenges with actions”
  • “Senior leader understanding not only on solutions to the problems, but also counsel on how to approach the problem internally with the executive team”
  • “CFN is flexible and accommodates to client needs based on business demands and changes”
  • “Keep coming up with more modular solutions that can be implemented quickly”

Measuring your customers’ delight, satisfaction or loyalty is important because it can be up to 20 times more expensive to acquire new customers than retaining existing customers.   Customer Delight data is also useful for businesses because performance can be compared with internal Quality Monitoring programs to ensure that internal measures match up with actual customer sentiment, such as operational and financial metrics.  Customer feedback can help identify areas for improvement.

Best Practices for Customer Surveys are:

  • Keep surveys short with no more than 10 questions of which only 2 open ended to drive higher response rates
  • Best days to send emails Tuesdays and Wednesdays
  • Test 2-3 subject lines prior to emailing your survey
  • Only one reminder email so not to irritate your customers
  • Critical to send a “thank you” email to customers once survey is closed to share what you heard and your plans to address customer feedback
  • Share results internally and build action plans on top 3-5 areas of opportunity with clear ownership, timelines and metrics for success

Best practice measurements:

  • Contacts surveyed annually: 100%
  • Response Rate (take rate of survey): >12%
  • Provide Write-in comments: >60%
  • Repeat Survey Participants: >75%
  • Customer Delight / Satisfaction Index: >70%
  • NPS: >50%

To know where your company stands in terms of Customers Experience, take our Best Practice Assessment now and you will receive a complimentary assessment on your company’s CFN RatingTM and comparison against your competitors.

CustomersFirst Now (CFN) has been refining our CX solutions for more than 40 years—working with and for many Fortune 100 companies. We provide the only proven, predictive processthat links Customer Delight to financial performance by incorporating and measuring CX Best Practices across all key business disciplines. For more information, contact Kerri Nelson at

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