Best Practice Report

Best Practices For Customer Loyalty Surveys

June 7th, 2019
Lisa Nakano, VP, Principal Analyst
Lisa Nakano VP, Principal Analyst

Summary

Relationship surveys are valuable for understanding the overall loyalty of a customer base, but they should not be the only component of a customer insights program. Many B2B organizations overuse customer loyalty surveys; frequency should be carefully managed. Ensure survey participants are selected randomly to provide a well-rounded view and prevent the same people from being contacted excessively.

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