Feedback surveys are the ideal mechanism to collect feedback data. However, relying solely on data gathered through quantitative questions creates the risk of bias. This form of feedback creates the assumption that what you ask is relevant to what the customer wants to give you feedback on and that you have addressed all potential areas of insight.
The addition of free-form (verbatim) questions is, therefore, essential. While simple enough, verbatim questions gather feedback that requires many man-hours to identify themes and tone from which you are able to gather deeper insight into your customer’s emotional satisfaction with your service delivery.