How can you promote DEI in customer satisfaction surveys?

1 Why DEI matters

DEI is not only a moral and social responsibility, but also a business imperative. Research shows that diverse and inclusive companies perform better, attract more talent, and foster more innovation. Moreover, customers expect brands to align with their values and reflect their identities. By promoting DEI in your customer satisfaction surveys, you can demonstrate your commitment to your customers, gain insights into their needs and preferences, and identify areas for improvement.

2 How to design inclusive surveys

The first step to promote DEI in your customer satisfaction surveys is to design them with care and intention. This means avoiding biased or leading questions, using clear and accessible language, and providing options that represent the diversity of your customers. For example, you can use gender-neutral terms, offer multiple choices for demographic questions, and include an open-ended or prefer not to answer option. You can also test your survey with a diverse sample of customers or experts before launching it.

3 How to collect diverse feedback

The second step to promote DEI in your customer satisfaction surveys is to collect feedback from a diverse and representative sample of your customers. This means reaching out to different segments of your customer base, using various channels and platforms, and offering incentives or rewards for participation. You can also use stratified sampling techniques to ensure that you have enough responses from each group. Additionally, you can monitor the response rates and adjust your strategy if needed.

4 How to analyze inclusive data

The third step to promote DEI in your customer satisfaction surveys is to analyze the data with a DEI lens. This means looking for patterns, trends, and differences among different groups of customers, using descriptive and inferential statistics, and visualizing the data in meaningful ways. You can also use qualitative methods, such as thematic analysis or sentiment analysis, to capture the nuances and emotions of your customers. Furthermore, you can use tools and software that support DEI, such as SurveyMonkey's DEI Template or Qualtrics's XM Solution .

5 How to act on inclusive insights

The fourth step to promote DEI in your customer satisfaction surveys is to act on the insights you have gained. This means translating the data into actionable recommendations, prioritizing the most urgent and impactful issues, and implementing changes or improvements in your products, services, or processes. You can also communicate the results and actions to your customers, employees, and stakeholders, and show them how you value their feedback and support their DEI goals.

6 How to evaluate inclusive outcomes

The final step to promote DEI in your customer satisfaction surveys is to evaluate the outcomes of your actions. This means measuring the impact of your changes or improvements on your customers' satisfaction, loyalty, and retention, using key performance indicators (KPIs), metrics, and benchmarks. You can also collect feedback from your customers again, using the same or modified surveys, and compare the results over time. Additionally, you can celebrate your successes, share your learnings, and identify new opportunities for DEI.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?