How it works
Responses may be biased toward very satisfied or dissatisfied customers; compare the sample against the target population. Surveys help measure customer perceptions at particular points in a service journey. Results reflect the people who responded, not automatically the entire customer base.
Business example
An analyst checks whether the responses disproportionately come from one highly active customer segment.
What to consider
Agree on question wording, survey timing and sampling. Avoid treating small or biased response groups as representative of all customers.