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Everyone knows that surveying customers is a great source of feedback about your business.

But not as many companies understand the power of surveying their customers about their surveys.

It seems obvious, but is often overlooked. Research departments labor over instructions, question wording, and scales. They hold multiple meetings to discuss flow and answer options.

But they forget that taking a survey is a customer experience, not much different than visiting a web page or viewing a flyer.

The implicit message of a survey is: “This was commissioned by our company and reflects the values of our company.”

So if it’s boring or tedious or poorly crafted, what will that say about your business?

And it’s so simple to know if your surveys are sending the wrong messages…just ask your customers.