Brands must meet customers where they are in a digital world. This can be done by online surveys. Surveys are a medium of collecting customer feedback especially when customers are spread out geographically.
Survey methods determine survey response rate which will dictate how you create customer-centric solutions. In the last few years, there has been a shift from traditional survey channels to online survey distribution methods. The main aim is to make correct business decisions.
There are various survey channels such as WhatsApp surveys, Facebook messenger surveys, chatbot surveys, email and SMS surveys. In this blog, we will cover each of the survey methods that will help you collect customer data efficiently and reach respondents, in-the-moment.
Benefits of Online Survey Collection Channels
Time and customers wait for none. To take advantage of a fast-moving online world, learn about how brands can use digital survey channels as a leverage. Here are the 5 benefits of using online survey collection channels:
Ideal for collecting real-time insights
Across industries there are high-traffic touchpoints such as onboarding, post-purchase moments, chatbot interactions, and customer support experiences. These touchpoints offer critical opportunities to collect customer feedback. Sharing online surveys at these exact moments will bring authentic and context-oriented insights. Regardless of where the customer is, digital channels have both responsiveness and relevance. This will contribute to a high survey response rate.
Quick data collection minus manual effort
Modern customer experience tools like Merren automate the entire feedback loop—from survey deployment to data analysis. Responses are instantly collected, visualized through charts and dashboards. Clients can view sentiment metrics without any manual work. Due to this swift process, customer support teams can act promptly and close the feedback loop faster. This is required in most industries where improving customer satisfaction is a top priority.
Go beyond the text based responses
Online survey channels provide the flexibility to collect richer, more expressive feedback. Customer channels such as WhatsApp, Facebook messenger and chatbots support responses in audio, video, or image formats. This interactive, conversational format not only increases engagement but also encourages participation from audiences. This includes rural or less tech-savvy users who may prefer voice responses over typing.
Device-compatible survey design for platforms
Survey design goes beyond arranging a questionnaire. Survey design determines how people will read, comprehend and share answers based on their experiences. Online surveys must be optimized for multiple devices for seamless performance on Android, iOS, tablets, and desktops. This device compatibility is necessary for reaching diverse audiences across different geographies and usage habits.
Multichannel feedback experience in a customer journey
Customers interact with brands across multiple channels such as shopping apps, websites, messaging platforms, and more. Online survey tools enable brands to collect feedback across all these touchpoints without disrupting the customer journey. Whether a user prefers WhatsApp, email, or an in-app prompt, surveys can be shared via channels that suit them best. This results in higher participation and a more comprehensive view of the customer experience.
Collect Customer Feedback with Interactive Features
Types Of Survey Distribution Channel
Choosing the right survey method depends on research goals and other factors. These are the 6 important survey collection channels that you need to know in 2025.
- Native WhatsApp survey
- Native Facebook messenger survey
- Fast email surveys
- AI-enabled chatbot survey
- SMS/RCS survey
Native WhatsApp survey
In the United States, there are currently 100 million WhatsApp users. However, there are a greater number of users in countries of India, Brazil and Indonesia. WhatsApp has an open rate of 98% which is an ideal for collecting customer feedback (with minimal survey drop-out rates). Additionally, WhatsApp business surveys come with verified features that can build more trust in the mind of consumers.
Advantages of WhatsApp survey
- Familiar interactive interface makes it simple for people to respond to native WhatsApp surveys.
- Respondents can share media-rich information (audio, video, photo responses).
- High open rates equal high survey response rates.
- Share customer satisfaction metrics such as NPS, CES and CSAT questions
- WhatsApp surveys are compatible with multiple global languages for apt target respondents.
Native Facebook messenger survey
As per April 2024, there are 194 million Facebook messenger users in the US alone. Facebook messenger is a useful tool to capture in-the-moment survey responses from various audience segments. Millennials and GenZ users heavily rely on messenger apps to connect with their preferred brands.
Advantages of Facebook messenger survey
- Simple and familiar interface for users to connect with their preferred brands.
- Businesses can collect in-the-moment survey responses no matter where the customers are present.
- Understand customer loyalty with NPS and CSAT metrics routed via native messenger surveys.
- Native Facebook messenger surveys appeal to populations across various age groups.
- Greater response rate over traditional pen-and-paper approach.
Fast email surveys
Interactive email surveys use dynamic features that enable users to answer surveys within the inbox. This prevents users from going through external links (this is a huge barrier that causes high survey dropout rates). Dynamic email surveys can be used to collect more information when research requires comprehensive data from respondents.
Advantages of dynamic email survey
- Respondents can reply to email surveys directly using a phone or a laptop.
- Dynamic features make email surveys interactive and engaging.
- Embedded signature surveys can use emoji rating scales to quickly assess pain points or satisfaction during a particular experience.
- Dynamic email surveys can capture in-depth information during market research.
AI-enabled chatbot survey
Chatbot surveys are instant and real-time in nature. This AI-driven bot uses NLP (natural language processing) to conduct human-like conversations with people. This makes chatbots more robust when collecting information. Chatbots are commonly used across retail and FMCG industries. Research states that over 70% of chatbot conversations happen in the retail industry.
Advantages of chatbot survey
- Chatbots can personalize shopping experiences. It creates context based conversations that can capture emotional metrics from respondents.
- Chatbot surveys can collect opinions from customers during post-purchase transactions or after an interaction with a customer support member.
- Chat bots are fast and compatible across devices and platforms. This universal compatibility makes it easier to collect customer responses irrespective of internet connectivity
- Merren’s chatbot surveys offer AI-probing for open-ended questions. AI-probing creates new questions based on previous responses. This brings more genuine insights.
SMS/RCS survey
SMS surveys are ideal for locations with high mobile penetration and do not need any internet connection. SMS surveys have an open rate of 98%, that is far greater than traditional email surveys. Statistics mention that SMS surveys have a high open rate (within three minutes).
Advantages of SMS survey
- SMS surveys are applicable where timing is critical to gauge customer satisfaction. It is well suited for retail and hospitality sectors where you ask feedback right after a service.
- Surveys routed via SMS have lower cost compared to phone interviews or field research for large-scale customer experience programs.
- Short and direct format boosts participation, especially for quick NPS, CSAT or pulse surveys.
- Respondents can directly reply to a message without any login or external links. Compatible across every device.
Survey Channel Benchmark Comparison at a Glance
This summary table offers a side by side comparison of various customer channels and their features.
Channel | Open Rate | Response Rate | Ideal For | Industry Fit | Cost |
Dynamic Email | ~20% | 10–15% | Detailed feedback, follow-ups | SaaS, E-commerce, EdTech | Low |
SMS | ~98% | 30–45% | Instant feedback, short surveys | Retail, Healthcare, Logistics | Low–Moderate |
WhatsApp and Facebook messenger | ~99% | 50–60% | Conversational feedback, real-time surveys | D2C, BFSI, Beauty & Personal Care | Low |
In-App/Web | ~60–80% | 20–40% | Contextual feedback in product | SaaS, Mobile Apps, Online Marketplaces | Low |
Chatbot (Web/App) | ~90% | 40–60% | Automated, intelligent feedback collection | E-commerce, Tech Support, Travel | Moderate |
Collect Customer Feedback with Interactive Features
Enhance Customer Journey Stages With The Right Channel
Opt for the right customer channel
The customer journey can be long depending on the type of industry. Different stages in a customer’s lifecycle demand different approaches. Here are are common journeys across industries
- Post-purchase or after service
- During product interaction
- Periodic engagement or loyalty check-ins
- Issue resolution feedback
- Post-event experience feedback
- Post-purchase or after service : WhatsApp messenger survey
Example: Retail or food delivery brands send an in-app CSAT survey instantly after order delivery.
- During product interaction: Chatbot surveys or in-app pulse surveys
Example: SaaS tools asking for feedback right after a feature is used. - Periodic engagement or loyalty check-ins: WhatsApp or Facebook messenger
Example: Monthly NPS surveys to long-term banking customers. - Issue resolution feedback: Chatbot survey
Example: Telecom companies capture satisfaction immediately after a support call.
- During product interaction: Chatbot surveys or in-app pulse surveys
- Post-event experience feedback: Dynamic email surveys
Example: Business events can capture attendee experience using email surveys sent on an official email address.
Hybrid survey strategies for maximum reach
Smart brands use a combination of channels to get better response rates:
- Trigger a short in-app pulse survey, then follow up via email or messenger surveys if unanswered.
- Begin with WhatsApp or SMS for reach, then redirect users to a web-based survey for detailed insights.
- Use email for long-form surveys, while chatbots can gather open-ended responses in a conversation format.
Best Survey Channels By Industry
Survey distribution plays a major role in collecting the number of responses and the quality of insights. Each industry interacts with its customers differently. Choosing the right customer channels and survey methods is essential. Below is a breakdown of the most effective survey channels by industry, based on real-world engagement patterns and communication preferences.
Retail & e-commerce
Retail customers respond quickly to short, mobile-friendly survey methods. SMS and WhatsApp have high open rates and are ideal for capturing instant feedback after delivery or store visits.
Best survey channels:
- SMS surveys for post-purchase feedback
- WhatsApp surveys for real-time, conversational feedback
- Email surveys for loyalty programs and NPS
- In-app surveys for e-commerce apps
Create a custom survey for the retail industry using Merren’s pre-designed question template: retail industry question template
B2B & SaaS
Business customers prefer professional communication channels. Email and in-product survey distribution methods capture both transactional and relational feedback without disrupting workflow.
Best survey channels:
- Email surveys for in-depth NPS, CSAT, CES
- In-app surveys for feature-specific feedback
- Chatbot surveys for onboarding and support satisfaction
- Web surveys via user dashboards
Create a custom survey for the B2B industry using Merren’s pre-designed question template: B2B industry question template.
Beauty & personal care
The beauty industry thrives on customer sentiment. Quick and visually engaging surveys via WhatsApp and Facebook messenger are ideal for capturing emotion-based responses to encourage repeat purchases.
Best survey channels:
- WhatsApp surveys for engaging, branded experiences
- SMS surveys for post-purchase and shipping updates
- Email surveys for customer retention and loyalty insights
Create a custom survey for the beauty care industry using Merren’s pre-designed question template: beauty care industry question template.
Healthcare & healthtech
Accessibility and compliance matter. Healthcare survey methods must be inclusive while maintaining data privacy, making phone and SMS ideal customer channels in this space.
Best survey channels:
- Phone/IVR surveys for elderly or low-literacy users
- SMS surveys for appointment follow-ups and service satisfaction
- Email surveys for post-treatment or telehealth feedback
- In-app surveys for HealthTech tools and apps
Create a custom survey for the healthcare industry using Merren’s pre-designed question template: healthcare industry question template.
Banking & financial services
Trust and security are top concerns. Channels like SMS and in-app are secure and efficient for quick feedback. Dynamic email is ideal for longer or high-value interactions.
Best survey channels:
- Email surveys for NPS and service feedback
- SMS surveys for instant transactional feedback
- In-app surveys for mobile banking apps
- Phone surveys for wealth or insurance services
Create a custom survey for the banking and finance industry using Merren’s pre-designed question template: banking and finance industry question template.
EdTech & education
Education platforms rely on feedback from students, educators, and parents. Blending in-app and email surveys ensures timely feedback while keeping communication accessible.
Best survey channels:
- In-app surveys for feedback on courses and learning tools
- Email surveys for student and parent feedback
- Web surveys for open educational platforms
- WhatsApp surveys for high engagement in emerging markets
Create a custom survey for the education and technology industry using Merren’s pre-designed question template: education and technology industry question template
Automotive and automobile
Automotive customers often interact in person and online. Multi-touch survey distribution using SMS and QR codes can capture real-time impressions and service feedback effectively.
Best survey channels:
- SMS surveys post-service or test drive
- Email surveys for detailed ownership or satisfaction feedback
- Phone surveys for premium or personalized services
- QR code surveys in service centers and showrooms
Create a custom survey for the automobile industry using Merren’s pre-designed question template: automobile industry question template.
Food & beverage
Timing is key in this fast-paced industry. SMS and in-app survey methods allow instant feedback while memories of the experience are fresh.
Best survey channels:
- SMS surveys right after dining or delivery
- WhatsApp surveys for promotions and feedback
- In-app surveys for loyalty members and periodic satisfaction checks
Create a custom survey for the food and beverage industry using Merren’s pre-designed question template: food and beverage industry question template.
Travel & hospitality
Travelers are often on the move. Mobile-friendly survey channels WhatsApp and messenger apps can gather fast, actionable insights while maintaining brand touchpoints.
Best survey channels:
- Email surveys for post-stay or post-trip feedback
- In-app surveys for travel apps and booking platforms
- WhatsApp surveys for concierge-style engagement
Create a custom survey for the travel and hospitality industry using Merren’s pre-designed question template: travel and hospitality industry question template.
Real estate
Buying or renting property involves high involvement. Combining email and conversational channels helps capture both emotional and logical insights.
Best survey channels:
- Email surveys for property inquiries and visits
- Phone surveys for high-value client interactions
- WhatsApp surveys for quick touchpoints and lead follow-up
- Web surveys for open house feedback
Create a custom survey for the real estate industry using Merren’s pre-designed question template: real estate industry question template.
Media & entertainment
Media consumers want interactive and fun experiences. In-app and chatbot surveys make feedback a natural part of content consumption.
Best survey channels:
- In-app surveys for content feedback
- Email surveys for premium subscribers
- SMS surveys for event attendees or new content releases
- Chatbot surveys for fan engagement or real-time polls
Create a custom survey for the media & entertainment industry using Merren’s pre-designed question template: entertainment industry question template.
Manufacturing & Industrial
Industrial stakeholders often work in distributed environments. Email and phone remain reliable survey distribution methods, while WhatsApp reaches mobile-first field teams.
Best survey channels:
- Email surveys for B2B partners and distributors
- Phone surveys for supply chain and procurement feedback
- Web surveys for dealer networks
- WhatsApp surveys for field worker and vendor input
Create a custom survey for the manufacturing industry using Merren’s pre-designed question template: manufacturing industry question template.
Conclusion
Choosing the right survey channel isn’t just about delivery. It is about relevance, timing, and convenience for your customers. With Merren’s multichannel survey platform, you can create smart, engaging surveys that meet your customers where they are.
Ready to improve your customer feedback response rates in 2025?
Start with Merren—Your Smart CX Assistant. Sign up for a 14 day free trial of our AI-driven platform today.