Introduction to Surveys

A survey is a research method used for collecting or eliciting data from groups or individuals to gain information and insights into various topics or interests. Surveys play a key role in not only extracting information from users, but also by allowing you to use the information to better the customer’s experience in the future.

We encourage you to use the data obtained from a survey to add value to and make the most of, your customer journey maps, personas, and experiments.

The Cubb survey feature has 9 different question types that you can choose from when designing your survey. You can mix your questions up and have different question types or you can choose to have them all the same.

See the screenshot below:

We’ll show you some examples of surveys that you can create so that you have an idea of where to start.

Customer Satisfaction Survey (CSAT)

A customer satisfaction survey (CSAT) is one of the most straightforward ways to gather CX data.  It measures customer satisfaction with an organization, purchase, or interaction. It is created by asking a question, typically "How satisfied were you with your experience?" or "How satisfied are you with XYZ organization" and allowing the customer to respond only in a numerical value.  The CSAT helps by mapping trends in this data linked to points on a customer's journey.

CSAT data is the most common form of CX statistics because the numerical aspect allows you to easily measure answers, leaving little to no ambiguity in the participant's response.  Once you have obtained the data from the CSAT it will be easier to know which aspects of your business need further improvement and focus.

See the screenshot below:

Note: You have the option to mark a survey as mandatory or not by enabling the button “Required”.

Multiple Choice

  • Is a series of questions that can be closed or open-ended.  The best example of this style of questioning in a survey where one is presented with choices like True/False, Yes/No, or multiple responses to choose from. 

See the screenshot below.

Note: You can add as many choices as you want to your question - just click the  “Add Option”.

The mentioned surveys above are just examples of creating your survey.  All templates are editable and you can input any data to make your survey better suited to your needs.

Survey Features

Besides creating and editing your surveys; you also have the option to view and interact with the surveys as the end-user would, to do so just click the Go To Survey button.

Once you are satisfied with the data gathered from the surveys, you can click the Analyze button to download and view the data.

Check the screenshot below.

We encourage you to use these insights to shape and inform your customer journey maps and personas. This could be identifying pain points in a customer journey, or validating assumptions you have made within a customer persona. 

Happy Cubbing!