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Anonymised Vs Disclosed Customer Surveys

The better Choice to identify critical customer insights for a B2B Business.

Conducting customer surveys is a common practice for most B2B businesses. Customer feedback is an integral part of the Voice of Customer Programme and organizations receive it through varied mediums. A few examples could be face-to-face interviews, telephonic conversations, or feedback form emails.

When executing these surveys, the important question is – should they be anonymised or disclosed? Survey channels such as customer visits or phone calls must be disclosed by default, whereas others like website surveys keep the options open.

The end goal of customer surveys for B2B businesses is to get a clear answer to the following questions:

Now that our aim is clear, let’s compare the impact of anonymised and disclosed surveys.

Anonymised Surveys

When customers aren’t expected to disclose their identity, the response rates go higher. You receive more honest and open answers as your customers are more willing to discuss their problems. This openness stems from the fact that the customers don’t feel tracked, especially regarding personal or personnel-related questions. Instead, the focus is shifted from the customer to the questions at hand. This allows them to be confident due to no negative backlash to their answers.

As beneficial as anonymity is, it comes with hurdles. Foremost of them would be the inability to stop a problem from recurring as the customer is unknown. This eliminates any further discussions and the opportunity to build a relationship with the customer. The chances of feedback duplications are also high as you cannot keep track of the respondent. The biggest hurdle here is the inability to fully assess the satisfaction or dissatisfaction of the customer as they won’t have accountability to their response. On the other hand, disclosed surveys allow you to explore more detailed feedback with the respondents.

Disclosed Surveys

Anonymity gives people the leeway to participate more freely. However, respondents who are required to disclose themselves during surveys will give more personalised and detailed responses. For example, when conducting disclosed surveys, you may need to be mindful of the cultural implications of a country as well. It is observed that these surveys offer more qualitative responses despite the low response rates. From the perspective of improving your company’s products and customer services, conducting disclosed feedback surveys is smart as it allows you to get to the bottom of a particular problem.

The consensus states that anonymised surveys give customers an opportunity of zero consequences, thereby increasing the number and honesty in responses. On the other hand, sticking to disclosed surveys opens the doors to building deep customer relationships as you stand to receive critical insights about personalised customer experience that will help you improve in the future.

We recommend B2B organisations choose disclosed customer surveys and conduct them efficiently to get honest, authentic, and quality responses. The following statistics can make you more confident:

Disclosed surveys help B2B corporations get to the root of the issue and create a plan to serve customers better, especially regarding specific topics such as delivery, quality, or pricing.

Let’s take an example. If a dissatisfied customer logs their feedback about delivery in an anonymised survey, there’s no means to track, resolve and avoid repetition of the problem. On the other hand, a disclosed survey will give specific customer information so you can ensure this issue never happens again.

Sharcx is a SaaS based AI solution that helps B2B companies throughout their disclosed customer survey data journey by setting down critical parameters, establishing continuous control over your company’s service and delivery processes, and matching them with customer expectations. This data analytics solution pre-empts problems and allows your company to connect with affected customers within time and implement damage control.

Are you looking forward to effectively using your customer survey data? Connect with our Customer Experience Experts today.

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