A successful customer experience survey should prioritise the quality of responses as well as quantity. Customer experience must extend to the survey being completed. Creating a survey isn’t just about getting answers to the questions you want to improve your business. You need to factor in user experience and design practices when you send out a survey. If it frustrates your customer to navigate your survey or if it takes them 15 minutes to complete, inevitably boring them, your survey design isn’t very good and the quality of your results will be negatively impacted.
Poor survey design can apply to aesthetic issues, practical issues, and issues with the questions you ask. More serious flaws that can really affect your results can be in the questions themselves.