Relational Survey
A periodic survey measuring overall customer sentiment and loyalty over time.
Category
Methodologies
Full Definition
A relational survey measures customers' overall feelings about your brand, product, or service over time. Unlike transactional surveys tied to specific events, relational surveys provide a holistic view of the customer relationship.
Characteristics of Relational Surveys: - Sent on a regular schedule (quarterly, semi-annually, annually) - Not tied to specific transactions - Measure overall relationship health - Usually include NPS as the primary metric - Can be more comprehensive
When to Use Relational Surveys: - Quarterly business reviews - Annual customer health assessments - Before contract renewal periods - Benchmarking against competitors
Common Use Cases
Real-World Examples
Scenario
A SaaS company sends quarterly NPS surveys to all active accounts. They track how scores change over a customer's lifecycle.
Outcome
Data shows NPS dips at month 3 (after onboarding ends) and month 11 (before renewal). They add proactive check-ins at these points.
Scenario
A wealth management firm surveys clients annually: "Overall, how satisfied are you with our services?" plus 5 follow-up questions about specific aspects.
Outcome
They discover high-net-worth clients rate communication 3.2/5 while others rate it 4.5/5. They assign dedicated advisors to HNW accounts.
Scenario
A gym surveys all members every 6 months with NPS plus questions about facilities, classes, and staff. They compare results to previous periods.
Outcome
NPS dropped 15 points after renovations. Feedback reveals members loved the old layout. Gym adjusts and communicates upcoming improvements.
Related Terms
Transactional Survey
A survey triggered by a specific customer interaction or transaction.
Net Promoter Score (NPS)
A metric measuring customer loyalty based on likelihood to recommend your business to others.
Voice of Customer (VoC)
A methodology for capturing and analyzing customer feedback, expectations, and preferences.