Understanding customer’s emotional metrics is the key to improving experiences and focusing on long term relationships. For B2B companies, customer satisfaction is critical for maintaining strong partnerships, meeting evolving needs, and staying competitive. A powerful tool in the CX professional’s toolkit is the pulse survey. But what exactly is a pulse survey, and how can it help in customer research?

This blog will discuss the meaning of pulse surveys, their various uses in customer research, types of pulse surveys, and specific use cases.

What is a Pulse Survey?

A pulse survey is a short, frequent survey designed to gauge the current sentiment or feedback of customers on specific topics. Unlike lengthy traditional surveys, pulse surveys are to-the-point and can be administered regularly. You get real-time insights into customer experiences at certain moments. 

They are called “pulse” surveys because they give a quick check of the current emotional metrics of your customers, much like taking the pulse of a person provides a snapshot of their health at a specific moment.

How are pulse surveys different from traditional surveys?

Traditional surveys, such as annual customer satisfaction surveys, offer comprehensive insights. They can become outdated by the time they’re reviewed and acted upon. Pulse surveys address this challenge by being timely and targeted. They allow businesses to get actionable feedback quickly. This method is ideal for real-time decision-making when attending to customer grievances or preventing online reputation damage.

For example, a B2B company may use a traditional survey once a year to evaluate overall customer satisfaction. Pulse surveys can be sent every quarter or periodically to monitor ongoing customer satisfaction with specific services, products, or touchpoints.

The Uses of Pulse Surveys for Customer Research

Pulse surveys offer several advantages for customer research, particularly in B2B environments. Here are some of the main uses:

1. Monitoring customer satisfaction

Pulse surveys can be used to regularly assess customer satisfaction at different stages of their journey. Send out brief surveys after key interactions such as customer onboarding, support calls, or product delivery. Track how customers feel over time.

2. Tracking changes in customer needs

The needs of B2B customers evolve due to market trends, technological advances, and changing business environments. Pulse surveys help CX professionals stay in tune with shifts in trends and patterns in the market. Brands can identify emerging needs and pivot their services accordingly.

3. Testing the effectiveness of new initiatives

Whenever a new product or service is launched, it’s important to know how people react or approach the launch. Pulse surveys allow brands to quickly gather feedback on new initiatives and make necessary adjustments. That way you can avoid the risk of long-term dissatisfaction.

4. Engaging customers proactively

Pulse surveys offer a way to check in with customers before issues arise. Rather than waiting for customers to reach out with complaints, B2B companies can proactively ask for feedback on their experiences and act in-the-moment feedback to prevent churn.

5. Evaluating long-term customer loyalty

Understanding how loyal customers feel toward a brand can inform retention strategies. Pulse surveys, particularly when tied to Net Promoter Score (NPS) or Customer Effort Score (CES), can help CX teams track loyalty trends and identify at-risk customers.

Types of Pulse Surveys

Pulse surveys can take different forms depending on the specific goals a company is aiming to achieve. Here are several common types of pulse surveys that CX professionals may use:

1. Customer Satisfaction Score pulse surveys (CSAT)

CSAT pulse surveys are designed to measure prompt customer satisfaction after a particular interaction. The questions are typically short and straightforward. Customers can rate their experience or provide a quick opinion on how the company can improve.

Example question: “How satisfied are you with your recent experience with us?”. This question can come with a 5-star rating system. 

2. Net Promoter Score pulse surveys (NPS)

NPS is a common global standard metric that measures customer loyalty. The scale will ask customers how likely they are to recommend a company’s products or services to others. Pulse surveys that focus on NPS allow B2B companies to track loyalty trends in real-time.

Example question: “On a scale from 0-10, how likely are you to recommend <our company> to a colleague or business partner?”

3. Customer Effort Score pulse surveys (CES)

This type of pulse survey measures how easy it is for customers to complete a task. This relates to resolving an issue or using a product. CES scales can detect friction points in the customer experience.

Example question: “How easy was it to resolve your issue today?”

4. Customer engagement pulse surveys

User engagement pulse surveys track the overall level of interaction and satisfaction at regular intervals. These surveys are helpful in monitoring the health of long-term business relationships.

Example Question: “How engaged do you feel with our company’s services over the past three months?”

5. Product feedback pulse surveys

When a new product is launched, pulse surveys can gather initial customer impressions and feedback on specific features. This allows for quick pivots or enhancements based on real customer input.

Example question: “What is your experience with the new product feature we launched last month?”

Where Do You Use Pulse Surveys?

Here are several use cases that illustrate how B2B companies can leverage them effectively:

Post-onboarding feedback

A B2B software company can send a pulse survey to new customers two weeks after onboarding. Respondents can share their experience with the setup process and initial product use. Feedback can reveal any early-stage challenges that may require additional support.

Quarterly NPS tracking

A manufacturing firm may use quarterly NPS pulse surveys to track and identify trends in promoter, passive, and detractor groups. This helps inform retention strategies and prioritizes outreach to detractors before they churn.

Assessing the impact of customer support

A tech services provider could send a pulse survey after each customer service interaction. Customers can rate the support they received. Continuous monitoring allows the company to improve support processes and reduce customer frustration.

Product enhancement feedback

A B2B product company that recently rolled out new software features can use a pulse survey. You can gather customer feedback on the usability and effectiveness of the new tools. This can guide future updates and ensure the product meets user needs.

Tracking satisfaction in multi-year contracts

A consulting firm working on multi-year contracts might use pulse surveys every six months to monitor customer satisfaction. This can highlight any issues or changes in expectations. Firms can use this data to adjust its services and maintain strong client relationships.

Design Pulse Surveys for A High Response Rate

To ensure pulse surveys deliver valuable insights, CX professionals should follow some best practices:

• Keep surveys short: Limit the number of questions to avoid survey fatigue and increase response rates.
• Act on feedback quickly: Since pulse surveys are designed for real-time insights, address any customer concerns or issues promptly.
• Use automation: Automate pulse survey distribution after specific touchpoints or at regular intervals. This ensures that surveys are sent consistently without adding to the team’s workload.
• Personalize when possible: Tailor surveys to individual customers or specific segments to increase engagement and obtain more meaningful feedback.

Similarities and Differences Between Pulse Surveys and Microsurveys

Microsurveys can be a part of pulse surveys. Pulse surveys have a high response rate due to their brevity, much like microsurveys. Microsurveys are a part of pulse surveys but pulse surveys may not always be microsurveys. It is dependent on the question length. However, the common consensus is to keep the questions short and clear.
The goal of a microsurvey and pulse surveys is the same- they are designed to capture in-moment customer feedback at certain touchpoints. Micro-surveys are also launched at touchpoints. However, pulse surveys are recurring to gauge customer sentiments as well.
Both the types of surveys do not need any technical expertise to create and publish. They are compatible across multiple platforms and devices.

Conclusion

Pulse surveys are a smart and a quick way to collect data on customer sentiment and satisfaction. Their ability to provide real-time insights and monitor changing customer needs makes them indispensable for B2B companies. Create automated pulse surveys with Merren with our 14 day free trial here.