Customer surveys that drive improvement

With Zondera’s customer surveys, you gain a clear understanding of how customers experience your products, services, customer service and communication. By measuring customer satisfaction and understanding what influences the customer experience, you gain a solid basis for informed decisions that can help improve your organisation and strengthen customer relationships.

We help companies, municipalities and organisations design customer surveys based on their specific goals, needs and target audiences.

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Tailored customer surveys

A good customer survey is about more than just asking questions. To ensure that the results can be used effectively within the organization, the survey needs to be based on the right objectives, the right target audience, and the right questions.

Zondera designs tailored customer surveys that provide you with concrete insights and a solid foundation for action. We adapt each survey to your unique needs – from internal customer surveys and evaluations of large projects to user surveys within the public sector.

Customer surveys can, for example, be used to:

  • Measure customer satisfaction and customer experience
  • Understand customers' needs and expectations
  • Evaluate products, services, and deliveries
  • Identify areas for improvement
  • Assess larger projects or initiatives
  • Track development and progress over time
  • Provide a stronger foundation for business decisions

Why conduct a customer survey?

Customers' experiences are an important source of insight into how your organization is performing. By systematically collecting and analyzing customer feedback, it becomes easier to understand what is working well and where there is room for improvement.

A customer survey provides valuable insights into customers' needs, expectations, and experiences of your products, services, and customer interactions. The results can be used to identify strengths, uncover areas for improvement, and prioritize initiatives that create greater value for your customers.

By conducting surveys on a regular basis, you can also track changes over time, evaluate the impact of improvement initiatives, and ensure that your organization continues to develop in line with customer needs.

A customer survey can help you:

Understand customer needs
Gain insight into what customers value, what they feel is missing, and what expectations they have.

Identify areas for improvement
Discover which parts of the customer journey, service, or offering need further development.

Make better decisions
Use customer feedback as a reliable foundation for strategic and operational decision-making.

Track progress over time
Regular surveys make it possible to monitor changes in the customer experience and evaluate the impact of actions taken.

Strengthen customer relationships
When customers are given the opportunity to provide feedback and see that their opinions are valued, stronger foundations for long-term relationships are created.

What can be measured in a customer survey?

The content of a customer survey is tailored to what you want to understand and develop. This can include both overall customer satisfaction and more specific aspects of the customer experience.

Examples of areas that can be measured include:

  • Customer satisfaction
  • Customer experience
  • Customer loyalty
  • Service and customer interactions
  • Products and services
  • Quality of delivery
  • Communication
  • Accessibility
  • Support and customer service
  • Overall customer experience
  • Willingness to recommend

By combining overall questions with more in-depth questions, you can gain a clearer understanding of the factors that influence the customer experience.

NKI – Measuring and tracking customer satisfaction

NKI, or Customer Satisfaction Index, is used to measure and track customers’ overall satisfaction with an organization, product, or service. An NKI score provides an overall view of customer satisfaction and can be combined with more in-depth questions to identify the factors that influence the results.

NKI can help you:

  • Measure overall customer satisfaction
  • Track customer satisfaction over time
  • Identify strengths and areas for improvement
  • Compare results across different customer groups or areas of the organization
  • Identify and prioritize areas for development

Zondera can help you design surveys that combine NKI and other relevant measures with questions tailored to your organization. This provides both an overall view of customer satisfaction and deeper insights into the areas that should be prioritized for improvement.

Different types of customer surveys

Customer surveys can be used in a wide range of contexts. Together, we identify the type of survey that best meets your organization's needs.

Customer satisfaction surveys

Measure how customers perceive your products, services, customer support, and their overall relationship with your organization.

Internal customer surveys

Assess how internal departments or functions are perceived by other parts of the organization. The results can help improve collaboration, service quality, and internal processes.

Project and delivery evaluations

Capture customer feedback following a project, delivery, or other major initiative. The results can be used for evaluation, learning, and continuous improvement in future projects.

Citizen and service user surveys

For municipalities and other public sector organizations, surveys can be used to evaluate how citizens and service users experience services, interactions, and overall service quality.

Customer loyalty surveys

Measure customer loyalty, willingness to recommend your organization, and the strength of long-term customer relationships. The results help identify the factors that influence customer retention and the likelihood of recommending your products or services to others.

Combining customer and employee perspectives

The customer experience is shaped by many parts of an organization. Therefore, it can be valuable to understand the relationship between how customers experience your organization and how employees perceive their working conditions and opportunities to succeed.

Zondera has developed a methodology that enables the results of customer and employee surveys to be linked and analyzed together.

This can help answer questions such as:

  • Which employee-related factors have the greatest impact on the customer experience?
  • Are there any connections between employee and customer perceptions?
  • Which areas should the organization prioritize for improvement?
  • How can employees be given better conditions to create a positive customer experience?

By combining these perspectives, the results can provide a foundation for a more customer-focused way of working.

How a customer survey works

We support you throughout the entire process – from defining the purpose and objectives of your customer survey to designing the questions, conducting the survey, analyzing the results, and following up on progress. Together, we ensure that your customer survey provides relevant insights and a clear basis for decision-making that can be used to develop your organization and improve the customer experience

1. Purpose and objectives

We begin by defining what you want to achieve with the survey and which decisions the results should support.

2. Questions and survey design

The survey questions are developed based on your objectives, target groups, and organization. We help you find the right balance between gathering relevant insights and creating a survey that is easy for customers to complete.

3. Data collection

The survey is conducted in a way that is appropriate for the target audience and the purpose of the measurement.

4. Analysis

We analyze the results and identify strengths, areas for improvement, and relevant relationships within the data.

5. Results and Feedback

The results are presented in a clear and easy-to-understand format, making it simple to understand customer perceptions and identify the areas that matter most.

6. Development and Follow-Up

The results provide a foundation for concrete actions and improvement initiatives. Through recurring surveys, you can track progress over time and evaluate the impact of the measures implemented.

Clear results that lead to action

A customer survey is only valuable if the results can be put to use.

That is why we place great emphasis on presenting results in a clear, accessible, and easy-to-understand way. Our reports highlight key findings, strengths, and priority areas for improvement, making it easier to understand what needs to be done.

The results can provide a basis for decision-making in areas such as:

  • Business development
  • Product and service improvement
  • Customer service development
  • Strategic priorities
  • Customer journey improvement
  • Follow-up of goals and initiatives

Our goal is to help you move from feedback to insight, and from insight to action.

Track the customer experience over time

A single customer survey provides a snapshot of the current situation. By conducting recurring customer surveys, you can track customer experience and customer satisfaction over time, identify changes, and see how different initiatives affect the results.

By monitoring relevant key metrics and asking the same questions over time, you can identify trends, see what is improving, and identify areas where further improvements are needed.

The results also provide a stronger basis for decision-making, helping you prioritize the right actions and evaluate the impact of initiatives already implemented.

In this way, customer surveys become part of a continuous improvement process, where customer needs and experiences can be translated into concrete improvements to products, services, customer support, and customer relationships.

Research-based methods

Zondera’s customer surveys are based on scientifically grounded methods and extensive experience in measuring and analyzing people’s experiences and perceptions.

We combine structured measurement methods with knowledge of organizations, customers, and employees to create surveys that deliver relevant and actionable results.

With the right methodology, clear questions, and a well-designed analysis, customer feedback becomes a strategic tool for organizational development and continuous improvement.

FAQ

Here we have gathered answers to common questions about customer surveys to make it easier for you to find the right information.

What is a customer survey?

A customer survey is a structured survey used by companies and organisations to gather customers’ experiences, needs and opinions. The results can be used to measure customer satisfaction, identify areas for improvement and enhance the customer experience.

What can a customer survey be used for?

A customer survey can be used to measure customer satisfaction, evaluate products and services, assess service and customer interactions, and identify areas where the organisation can improve.

What is NKI?

NKI stands for Nöjd Kund Index Customer Satisfaction Index) and is used to measure overall customer satisfaction. NKI can be combined with other questions to better understand what influences the customer experience.

How often should you conduct a customer survey?

This depends on the purpose of the survey and how quickly the customer experience is expected to change. For many organisations, recurring surveys can be an effective way to monitor developments over time and assess the impact of improvement initiatives.

Can the customer survey be tailored to our organisation?

Yes. Zondera’s customer surveys are tailored to the organisation’s goals, target groups and needs. The questions can be adapted to areas such as products, services, the customer journey or specific projects.

Can you help with the analysis?

Yes. Zondera can support you throughout the process, from planning and questionnaire design to implementation, analysis, reporting and follow-up.

Can you help with the analysis?

Yes. Zondera can support you throughout the process, from planning and questionnaire design to implementation, analysis, reporting and follow-up.

Want to know what your customers really think?

A well-designed customer survey provides more than just results – it provides insights that can be used to develop your organisation and strengthen the customer experience.

Product sheets

Download our product sheets for a summary of our surveys, products and services.

(Only available in Swedish at the moment)

Case studies (Swedish)

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