Front’s annual survey takes the pulse of their customers

You can never learn too much about your customers. The more you understand how your customers feel about your product, the better equipped you are to make changes to satisfy their needs. Customer communication platform Front uses an annual survey to gauge their customers’ thoughts on their product to inform what improvements to make over the year.

Getting started is as simple as sending a casual email inviting users to take a survey.

Front’s email is friendly and transparent. Front wants to build a better product—and they’re looking to their customers for insights into how to do that. When customers click the survey link, they’re guided through a series of NPS, multiple-choice, and long-answer questions.

Front uses this survey to get a feel for overall customer sentiment, feature adoption, and ideas for the future. And since Front already has a captive survey audience, they strategically ask their customers if they’d like to take part in future surveys, interviews, or success stories at the end of the survey. With this information, Front can build a database of customers that they can tap into for market research—so new user data is always close at hand. 🤓

Why this is really good UX:

• Front’s UX copy explains the “why” behind their questions, signaling to customers what information they’re looking for and instilling a sense of purpose in completing the survey. Instead of just feeling like they’re taking part in a data collection exercise, users understand their answers will help influence Front’s development.
• Front respects their customers’ time throughout the survey process by clearly communicating expectations in their email, “it shouldn’t take more than 5 minutes”. The survey also utilizes a progress bar so customers can see exactly where they are in the process. Neat.