How to Get Better Customer Feedback for Your Product: Why Companies Are Switching to Conversational Surveys

Surveys. They're not going away, and let's start there. We're not saying surveys are obsolete or that they're going anywhere soon. Just like how texting didn't make phone calls obsolete, conversational surveys aren’t about replacing traditional surveys—they're about finding the right fit for different situations. When texting took over as the most common way to communicate virtually, it didn't eliminate the need for phone calls. There are still times when a personal conversation is more appropriate. That's exactly what conversational surveys aim to do—they offer a more personal, engaging way to gather feedback, especially for small enterprises. Businesses that need genuine feedback from their customers can use conversational surveys to connect with their customers. Instead of the tedious process of drafting rigid questions, hoping they appeal to your ideal customer profile (ICP), and praying the survey isn’t too long, conversational surveys provide a more tailored experience.

The Problem with Traditional Surveys

Traditional surveys follow a script. They ask pre-defined questions, often without knowing whether those questions are meaningful to the customer. They also have a tendency to be long, generic, and tiring. The result? Low response rates and generic feedback. Think about it this way: imagine you're managing a retail store during the holiday season. You tell your team, "Alright, we’re getting close to Christmas, and HQ just started promoting New Product A. Let’s try to enjoy ourselves, don’t be too pushy since customers are coming to us. Just be helpful and remind them of our smaller items that can fill their stockings." With that guidance, each customer representative has the flexibility to approach each shopper in a way that feels genuine and personal. They might focus on making their sales target, ensuring they’re the best interaction the customer has that day, or cross-selling other items the store offers. Now compare that to a scripted approach, where every representative reads the same lines to every customer. It feels robotic and disconnected. That’s what traditional surveys do—they force every customer through the same one-size-fits-all experience.

Why Conversational Surveys Work Better

Conversational surveys are different. They use AI to create a back-and-forth experience that feels more like a genuine conversation rather than an interrogation. The questions evolve based on what the customer says, making the survey feel more relevant and engaging. Just like a good store representative, a conversational survey listens and adapts.

For example, instead of asking a static question like, "How satisfied are you with Product X on a scale of 1-10?", a conversational survey might ask, "What do you think about Product X?" If the customer mentions they liked it but had some concerns, the survey can follow up with questions about those specific concerns, digging deeper into the details that matter most.

This approach benefits both customers and companies. Customers feel heard and valued, leading to more thoughtful responses. Companies, in turn, get richer, more actionable insights. The flexibility to ask the right follow-up questions at the right time means you get feedback that you might not have thought to ask for in a traditional format.

How Conversational Surveys Drive Better Feedback

Conversational surveys give your customers the opportunity to tell their stories in their own words. It’s not about checking a box or assigning a number to an experience. It’s about understanding how the customer truly feels, what they like, what they dislike, and how they believe your product or service can improve.

Conversational surveys gives you insights into your customers' subjective thoughts. -- Donald Ngai

Start a Conversation, Not a Survey

Switching to conversational surveys is about giving your customers a voice and listening carefully. It’s about replacing rigid scripts with flexible conversations. With SurvAI, we make that transition seamless. Our AI-driven approach helps companies collect more meaningful feedback, in any language, with ease.

The future of customer feedback isn't a checklist—it’s a conversation. Let your customers speak, and be ready to listen.