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CX: Open-Ended vs Closed-Ended Feedback

Shannon Ah Tow / October 14, 2021

The emergence of Customer Experience (CX) has now fully integrated into the concept of Customer Experience Management (CXM) but, what is so essential about managing what your customers are sharing in the most effective way? How have businesses progressed with this evolution and are outdated practices of analyzing what is being shared leveraged beneficially? 

The difference between open-ended and closed-ended questions lies in the data collected, let’s define…

Open-ended questions allow someone to answer in any way they choose, without any particular form or guideline, prompting sentences, lists of experiences, or stories of the time spent/ stories sharing new insights.

Closed-ended questions are answered with a simple “Yes” or “No” or have a limiting set of prospective answers such as ‘A, B or C; rating score’ or ‘likelihood score.’

We’ve given it some thought and in finding it, feel it’s essential to narrow down these bits to expand on the concept holistically.

Why asking open-ended feedback is more important? 

What is less likely to happen is the respondents will comment and share critical insights into the experience they just had with your business. Open-ended feedback allows more authentic responses where you get to know what is really being said about you, sharing in great detail what was good and what didn’t satisfy them.

The value is simple to translate when you give them a voice hinting at important clues- guiding you towards creating experiences that leave a lasting impression.

Market research or survey-based systems, the approach that cemented its way through corporate heads, hoteliers, and even those seated at the top in politics, deemed to be so “effective” it sleepwalked us into the 21st Century.

To counteract that analogy surveys can affect the quality and reliability of your data, as times have evolved within a technological space, so have behaviors and thinking. Existing in a space that limits the way customers and employees interact is detrimental to your evolution – proving to be an ineffective tool for performance measurement thus, unable to identify and act on prospective opportunities to improve businesses.

Pleasantly adjusted to the digital sweep, it goes without saying ‘some things get left behind. Unfair to state, yet relative as static structures are just not working as well, parallel to survey-based systems in a new age world. Its legacy was not unjust as it paved the way for newer, effective, and broader spectrums of exploration, grinning with enthusiasm as we align with its value – do you think open-ended questions/ feedback are here and leading with determination?

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