How To Use Customer Surveys To Grow Your Business in 2025

“We really value your feedback.”

“We’d love to hear your thoughts.”

“Tell us about your experience with us.”

Be honest, how often do you fill out these sorts of ‘just a quick’ surveys that companies send you when you buy from or interact with them?

Pretty much never, right?

That’s because they’re boring and unimaginative.

Sure, there’s sometimes a minor incentive for giving your opinion (we’re looking at you, ‘Tell us how we did for a chance to win $100 in our prize draw’ offers), but nothing that really grabs you and makes you want to take action.

So, if you feel that way, and we feel that way, then chances are most people feel that way.

Not that there’s anything particularly wrong with these surveys, but they can be so much more than this—for you and your audience.

And we’re going to show you how.

We’ll see that, when used correctly, surveys can:

• Generate high-quality leads
• Personalize marketing based on real customer insights
• Strengthen customer loyalty by making people feel heard

Businesses that only use surveys to collect feedback are missing out on their full potential.

By all means, keep sending out your ‘We appreciate your feedback’ surveys, but if you really want to grow your business in 2025, you should be branching out and using modern survey techniques such as ScoreApp to fuel business growth, improve customer experience, and turn data into action.

Move beyond traditional feedback forms

As we’ve touched on, surveys are no longer just a way to collect customer satisfaction scores—they’re now a powerful tool for aiding overall business development.

The most successful businesses are using customer surveys in different and exciting ways these days, for example creating:

• Pre-sale assessments to guide leads toward the right product or service
• Onboarding surveys to personalize customer experiences from the very start
• Post-purchase surveys to gather data that improves retention and upsells.

Survey example: A financial advisor could use a ‘How secure is your retirement plan?’ assessment to segment leads and deliver personalized investment recommendations.

Do it with ScoreApp: Create your own assessments to connect and interact with current and potential clients and customers—you’ll stand out from your competitors and give your leads a reason to interact with you.

Ask the right customer survey questions to get meaningful insights

We’ve established that the best surveys collect insights for driving decisions and refining marketing strategies, but to do that you need to ask the right questions for what you’re trying to achieve.

What makes a strong survey question? They should be:

• Clear and actionable – Ask “What’s your biggest challenge in online shopping?” instead of “Do you shop online?”. The first is open-ended and leaves room for detailed answers (or clickable multiple-choice options). The second only gives scope for yes or no, which isn’t particularly insightful.
• Customer-focused – Keep it relevant to their experience and decision-making process. People love to talk about themselves, so keep the focus on them and their experiences.
• Engaging – Make your survey interactive so people actually want to participate. Ask interesting questions in exciting formats—don’t be vague and uninspiring or give no useful incentive to fill it out.

Survey example: A business consultant could create a ‘What’s your leadership style?’ quiz, then use the responses to create follow-up content tailored to each persona.

Do it with ScoreApp: Set up quizzes and surveys that really dig down into what people want and let them display their unique personalities and needs. They’ll feel heard and understood, which will increase their loyalty to your brand.

Use surveys as lead magnets to grow your email list

Surveys aren’t just something you should send out after someone buys from you or signs up to your offers.

They can also be a powerful way to generate leads in the first place—as long as they offer something valuable in return for contact details or information.

If you want to turn surveys into lead magnets of your own, you need to:

• Provide instant value – If you can offer immediate results that give real insight, people will jump at the chance to grab such a great opportunity. Giving you their details is a small price to pay for such value.
• Collect emails before showing results – Ensure your audience opts in to receive those results and insights. If you give them away without getting their contact information, then it’s all been for nothing.
• Follow up based on responses – The answers that leads give to your customer survey questionnaires are important for you as well as them, as it means you’ll be better able to personalize future outreach based on quiz data, which will keep people more engaged.

Survey example: A skincare brand could use a ‘What’s your skin type?’ quiz to capture leads and follow up with tailored product recommendations.

Do it with ScoreApp: Turn surveys into interactive lead magnets that get people signing up to your latest offers and content. You can even build excitement early by getting them into a waitlist and providing extra perks.

Personalize your marketing with survey insights

We’ve talked a little about personalization already, but why is this so important?

Because people now expect more targeted content and tailored results, and the data you collect from your surveys can be used to segment audiences to deliver highly personalized marketing campaigns.

How do you use those survey insights to make things more personal? There are a few ways:

• E-commerce brands could recommend products in their range based on customer responses.
• Coaches and consultants could tailor their messaging based on client goals and current circumstances.
• Service providers could refine their offerings to match popular customer preferences.

Survey example: A digital marketing agency could run a ‘How strong is your brand identity?’ survey, then use the results to recommend services that would best suit what each lead is trying to achieve.

Do it with ScoreApp: Automatically assign your leads to audience funnels based on quiz responses to enhance your personalized marketing potential.

Measure, analyze, and improve your approach

All that data you’re collecting from surveys should ultimately help inform the business decisions you make.

When you know what people want, you’ll be better positioned to give it to them.

How do you use survey data effectively, then? Make sure you:

• Monitor completion rates to refine your questions for more effective campaigns
• Identify patterns in responses to adjust your services or marketing materials
• Test survey types to discover which ones are most likely to improve engagement.

Survey example: A software company could analyze survey data to see which features their users struggle with the most, then create onboarding emails to address those areas.

Do it with ScoreApp: Use ScoreApp templates to create surveys and quizzes in minutes that reflect your branding and ask the questions you want to ask.

How ScoreApp helps businesses grow with surveys

The major takeaway from all this is that ScoreApp makes it easy to use customer surveys as a growth tool, not just as a feedback form.

When you sign up to ScoreApp, you gain instant access to:

• Customizable templates for quizzes, assessments, and surveys
• Automated segmentation for personalizing follow-ups
• CRM and email integrations for seamless lead nurturing
• Analytics for tracking performance and optimizing your strategy.

When it comes to creating and promoting effective customer assessments, ScoreApp has everything you need to attract leads, engage prospects, and finally convert them into paying clients and customers.

Start using customer surveys to grow your business today

As you can hopefully see by now, surveys and assessments aren’t just about collecting data. They’re an essential tool for engaging leads, improving your marketing, and increasing sales and ROI.

By creating strategic, high-value surveys, your business will be able to:

• Attract and segment leads more effectively
• Personalize your marketing campaigns and future outreach
• Turn key insights into meaningful and impactful action.

Want to use quizzes and surveys to skyrocket your business growth? Check out exactly how ScoreApp customer assessments can transform your company in 2025.