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Advantages & disadvantages of customer feedback surveys

Updated April 17, 2017

Customer feedback surveys have been an integral part of organizational business practices and customer-engagement programs. They enable a company to gain critical insights about customers' needs and requirements and feedback about the company's products. At times, poorly designed customer feedback surveys can elicit skewed responses from customers. These surveys have their pros and cons.

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Customer comments, suggestions and responses about a company's products, business practices and customer service orientation are one of the biggest advantages of customer feedback surveys. Critical inputs and answers can help a company to develop better customer-retention programs.

Show Desired Improvements

Feedback gained from surveys can be used in training activities to help employees to address customer-related grievances more competently and resolve queries and complaints more quickly.

Better Innovation

Analysis of detailed customer feedback surveys provides customer intelligence that can be used to spur innovation efforts, research and development and new product development initiatives.


Customer feedback surveys and questionnaires can sometimes be too scientific and methodical to capture the humane instincts and traits of consumers. Rigorous analysis and interpretation of feedback and answers provided by customers might not provide the right kind of insights that businesses need to better serve customers.

Customer Fatigue

In the modern era, with limited attention spans and fast-paced work/lifestyles, even the most loyal customers don't want to be bombarded with regular customer satisfaction and feedback surveys.

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About the Author

Based out of the metropolitan Washington D.C. area, Pallab Dutta has written on business, technology and management issues since 1994. He has freelanced for “The Wall Street Journal," “The Economic Times” and “The Times of India." Dutta holds a Bachelor of Science in economics from Bombay University and a Diploma in modern information systems from IIT Bombay.

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