How it works
A Likert scale captures ordered levels of agreement or rating; the neutral midpoint and direction affect interpretation. 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
A respondent selects a point between Strongly disagree and Strongly agree.
What to consider
Agree on question wording, survey timing and sampling. Avoid treating small or biased response groups as representative of all customers.