What is a Closed-loop Survey?

A closed-loop survey is a device within a closed-loop feedback process that collects customer input. The closed-loop survey helps identify customer experience (CX) strengths and weaknesses and can pinpoint specific customers who need attention. Contacting these customers and “closing the loop” by addressing their issues can strengthen relationships and reduce churn.

Although closed-loop surveys can provide highly useful data, many CX-focused businesses view them as one point of feedback in a much longer conversation. Closing the loop by talking to customers provides more context and qualitative information. Additionally, closed-loop surveys should include freeform fields that allow customers to explain their survey responses. Without this additional information, survey results can be much less actionable.

Common types of metrics measured in closed-loop surveys:

• Net Promoter Score (NPS): NPS surveys are relationship surveys that measure consumer perceptions about a brand. Survey takers are asked to rate the following question on a scale of 0 – 10: "How likely is it that you would recommend [brand] to a friend or colleague?" NPS is an indicator of loyalty and a predictor of future business growth.

• Customer Satisfaction (CSAT): CSAT surveys are a traditional form of closed-loop surveys that typically measure how people think and feel about a specific transaction, such as an appliance installation or a customer service interaction. CSAT surveys can identify areas to focus on to improve CX.

• Customer Effort Score (CES): CES surveys indicate if customers think businesses are easy or hard to work with. This type of closed-loop survey can help identify sources of friction along the customer journey.