8 Alternatives to Online Surveys for Gathering Customer Feedback

Exploring alternatives to online surveys can unearth richer customer insights, so we’ve gathered eight unique methods from experienced professionals, including operations managers and digital marketers. From conducting in-person focus groups to engaging in in-depth customer interviews, discover a spectrum of strategies to enhance your feedback collection process.

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Conduct In-Person Focus Groups

One specific alternative is conducting in-person focus groups. This approach allows for more in-depth and qualitative insights compared to online surveys. For example, in 2024, a company could arrange small focus-group sessions with key customers to have open discussions about their experiences and suggestions for improvement. This personal approach can provide valuable feedback and create a strong sense of engagement with the customers, leading to actionable insights for the business.

Tom Molnar, Operations Manager, Fit Design

Implement In-App Messaging Feedback

One alternative to online surveys for gathering customer feedback that has worked for me is in-app messaging. There was a time when we had a SaaS client; we implemented a system of contextual, in-app messages that appeared at specific points in the user journey. For example, after completing a key task, users would see a quick, one-question popup asking them how their experience had been. 

This method yielded about a 60% response rate, compared to 19% for our previous email surveys. The real-time nature of the feedback allowed us to quickly identify and address pain points. We also used this system to gather feature requests, which helped inform our product roadmap. The key advantage was to capture feedback in the moment, and it led to more accurate and actionable insights.

Kartik Ahuja, Digital Marketer, kartikahuja.com

Collect Feedback During Support Interactions

Asking for and collecting customer feedback during support calls or chats is a solid alternative to online surveys for gathering customer insights. I find that customer support interactions are perfect moments to get honest feedback about your products and services. It’s effective to train agents to not only resolve issues but also to engage with customers by asking open-ended questions during the conversation. During the call, agents could provide an additional opportunity for feedback by suggesting, “I’m glad we could sort that out for you. Is there anything else we can do to enhance our product or service?

Following up with a brief survey after the call is another strategy I support. This gives customers a chance to reflect calmly on their interaction and the overall product experience. Including both quantitative questions about aspects like resolution effectiveness, agent knowledge, and waiting times, along with open-ended questions for detailed feedback, can deepen your understanding of customer satisfaction and areas for improvement.

Dimitri Zobnin, Managing Director, House of Enki

Utilize Social Media Listening

One alternative to online surveys is social media listening. Instead of relying on formal surveys, we monitor conversations about our clients’ brands across platforms like Twitter and Facebook.

This real-time feedback helps us spot trends, understand customer sentiments, and adjust PR strategies on the fly. For example, by closely tracking online discussions, we identified a rising concern about a client’s product and quickly addressed it through targeted media outreach, which improved their public perception. Social media listening provides unfiltered, actionable insights directly from customers.

Matias Rodsevich, Founder & CEO, PRLab

Create a Customer Advisory Board

Creating a customer advisory board is a fantastic alternative to online surveys for collecting customer feedback. This method provides a proactive approach to incorporating customer perspectives into your product decisions. To set up your advisory board, I’d start by identifying 8-12 of our most engaged customers. It’s important to select a diverse group, representing various customer segments.

I would choose customers who have already contributed positively, like those who have provided valuable feedback or glowing testimonials. This helps ensure that the board remains active and genuinely contributes to product improvement. Offering incentives like free product access, early access to new products, or the opportunity to beta-test new features can also be very motivating. This setup allows for real-time feedback on ongoing projects, assists your team in validating and prioritizing new features or issues, and helps in spotting trends that could impact your product or business.

Jonathan Pickard, Head of Marketing, Holiday Resort Unity

Engage with Interactive Online Polls

To succeed in a customer-centric world, businesses must select the best method for gathering feedback from customers. For companies, online polls are an effective alternative to online surveys for understanding their customers’ preferences, interests, and viewpoints. These surveys take advantage of the interactive features of internet platforms to swiftly gather opinions from a wide audience. 

Clicking on polls on the internet is a popular pastime, as I have experienced myself. Customers may join and respond to online polls quickly, which is one of their main advantages. Customers can choose their favorite option or express their comments with just a few taps or clicks, which makes the process quick and easy.

Adam Wood, Co-Founder, RevenueGeeks

Leverage a Mixed-method Approach

One great option is to blend the objective online survey with an informal conversation. In research, we know that a “mixed-methods” approach leverages both the “quantitative” numbers and statistics with the “qualitative” interview, personal account, and focus groups. To gauge customer experience more holistically, I recommend using the online survey stats plus targeted open-ended questions. This will capture a greater range and depth of data to inform your ongoing strategy.

Dr. Natalie Pickering, PhD, CEO, Founder, High Places Coaching and Consulting

Conduct In-Depth Customer Interviews

One effective alternative to online surveys for gathering customer feedback is conducting in-depth customer interviews. Unlike surveys, which can sometimes lead to limited or biased responses, interviews allow for more nuanced and detailed insights. 

For example, during a brand development project, we conducted one-on-one interviews with key customers to understand their experiences and pain points more deeply. This method uncovered valuable insights that wouldn’t have surfaced in a standard survey, such as emotional responses to the brand and specific challenges they faced. These insights then guided our strategy, leading to a more tailored and successful campaign.

Cari Kaufman, Brand Strategist/Chief Wordsmith, Storyteller Wordsmith

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