Should I Have a Relationship, Transactional, or Journey Survey?

You should choose the type of survey based on your goals for the program:

  • Use a Relationship Survey if your main goal is to get a general sense of the health of the customer relationship. Relationship surveys give the most accurate information about customers' high level opinions, but don't give much actionable feedback about specific customer experiences.
  • Use a Transactional Survey if your main goal is to coach and train employees to improve the experience they provide and measure the performance of specific teams or individuals. Transactional surveys can give very specific feedback about particular experiences, but tend to give a biased view of the overall relationship.
  • Use a Journey Survey if your main goal is to understand and improve the overall customer experience and find places where your existing process are failing. Journey surveys give a view into whether the customer is receiving a consistent and positive experience even when it takes many interactions or an extended period of time to resolve an issue.

You may have multiple goals for your customer feedback program. It's common to have multiple surveys for different purposes, since no one type of survey is ideal for everything.

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