What is a cold survey?
A cold survey is used to gather remote feedback on an interaction with a company. It provides a more comprehensive view of customer satisfaction.
A cold survey meets two main criteria:
A cold survey makes it possible to :
The combined use of these two approaches provides an in-depth understanding of customer satisfaction and continuous improvement of the customer experience.
A cold survey meets two main criteria:
- it can include a larger number of questions (20 questions maximum) than an on-the-spot survey, allowing several aspects of the customer experience to be explored;
- it is sent out after a certain period of time (a few days, weeks or months) in order to assess satisfaction with hindsight.
A cold survey makes it possible to :
- measure customer satisfaction with hindsight, avoiding responses influenced by immediate emotion;
- identify customers at risk (dissatisfied customers, legal risks, etc.);
- collect detailed feedback to identify trends and areas for improvement;
- analyse the overall impact of the actions implemented on the customer experience;
- By conducting a cold survey, you can better understand your customers' overall perception of the company and identify areas requiring improvement.
💡Hot and cold surveys are complementary:
- Hot surveys enable an immediate reaction to customer feedback, promoting continuous operational improvement ;
- Cold surveys offer a strategic perspective, essential for guiding medium- and long-term decisions.
The combined use of these two approaches provides an in-depth understanding of customer satisfaction and continuous improvement of the customer experience.