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Top tips on how and why to conduct customer surveys during COVID-19

During the COVID-19 crisis many organisations have understandably been reluctant to run customer satisfaction surveys or research. Completing a satisfaction survey is probably not the priority for most customers at this time. By pressing ahead with a survey, organisations worry about appearing to be insensitive or out of touch. Or, if organisations have been unable to maintain accustomed service levels as a consequence of COVID-19, there is a concern that customer feedback only reflects the current context rather than the organisation’s broader service performance. However, as it becomes increasingly clear that measures to combat COVID-19 are likely to evolve but will be with us for some time, organisations need to recalibrate how they will gather and act on customer feedback.
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Keeping the customer relationship going and increasing lifetime value

Organisations need to be consistent in their approach to how they communicate internally so that they can reach customer touch-points across the entire business. This will help ensure colleagues and front-line staff are best placed to continue to deliver services, as well as any changes to services, thereby maintaining a strong and positive relationship with customers.
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