How it works
An open-ended response can reveal unexpected issues, but analysing free text requires categorisation and privacy care. 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 customer is asked to describe what could be improved about the support experience.
What to consider
Agree on question wording, survey timing and sampling. Avoid treating small or biased response groups as representative of all customers.