Business
Your Customers Are Lying to You: The Flaws in Traditional CX Surveys

Why Your CX Data Might Be Lying to You
Imagine making critical business decisions based on inaccurate feedback. Studies show that up to 30% of customer survey responses are influenced by bias, fatigue, or misunderstanding. This means businesses could be relying on flawed data to shape their customer experience strategies. Understanding the reasons behind these inaccuracies is the first step in gathering genuine customer insights.
“The customer’s perception is your reality.” – Kate Zabriskie.
This statement highlights the importance of understanding how customers truly feel, but traditional CX surveys often fail to capture this crucial insight.
Understanding how customers truly feel is essential for business success. However, traditional CX surveys often fail to capture genuine insights, leading to flawed decision-making.
For years, businesses have relied on Customer Experience (CX) surveys to guide their strategies. But what if the data they generate isn’t telling the full story?
Traditional CX surveys come with biases, inaccuracies, and missing context, leading businesses to make misguided decisions.
Customers don’t mean to lie; the way surveys are set up makes it hard to get real, useful feedback.
Recognizing these survey limitations is crucial, as businesses depend on CX data to shape strategies, retain customers, and enhance experiences. Flawed data leads to flawed decisions, which can negatively impact customer relationships and business growth.
This article explores the pitfalls of traditional CX surveys, the consequences of inaccurate feedback, and strategies businesses can use to uncover authentic customer insights.
The Misleading Nature of Traditional CX Surveys
Before diving into solutions, it’s essential to recognize why traditional CX surveys often fail. Here’s what businesses should watch out for:
Social Desirability Bias and Lack of Social Listening
Customers want to look good, which leads to social desirability bias. They often give answers they think are expected, not their true feelings.
The reasons for this include:
- People avoid criticism or conflict, so they soften negative feedback.
- If a company asks, “How satisfied are you?” customers might give a high rating to seem agreeable.
However, the main problem is a lack of social listening. If businesses only use surveys and don’t listen to natural customer conversations (on social media, forums, reviews, etc.), they miss a lot of honest, unplanned feedback.
Real-World Scenario: A restaurant gets good survey feedback about its service but sees fewer repeat customers. When they check social media, they find customers were unhappy about long wait times but didn’t say so in surveys.
Fear of Repercussions
Customers, especially in service businesses, worry their feedback will be traced back to them. If they fear problems – like a rude follow-up or losing service perks – they might not give honest answers.
Real-World Scenario: A hotel guest might give a positive rating despite issues, fearing they’ll be seen as a “difficult” customer in the future.
Survey Fatigue: Knowing When to Ask
Survey fatigue is real. Customers get many feedback requests. Overwhelmed, they ignore surveys or rush through them, giving simple, quick answers.
How it affects businesses:
- Low response rates mean the data isn’t representative.
- Customers give easy (not accurate) answers to finish quickly.
- Businesses make decisions based on feedback from a small, unengaged group.
Recommendation:
- Strategic timing is crucial. Instead of sending surveys to everyone, businesses should use event-triggered feedback – sending surveys after important moments like a big purchase or a complaint resolution.
Misinterpretation of Questions
Many CX surveys use unclear language, causing customers to misunderstand questions and give wrong answers.
Real-World Scenario: A survey asks, “How easy was it to navigate our website?” without saying if it means browsing, checkout, or support. Customers answer based on different ideas, leading to wrong insights.
Desire to Influence Outcomes: Too Much or Too Little Power?
Some customers use surveys to change results or because they think their feedback doesn’t matter. This happens for two reasons:
- Excessive perceived influence: When customers believe their survey responses directly affect company policies (e.g., employee rewards or penalties), they may intentionally skew their answers.
- Insufficient perceived influence: If customers believe their feedback will not result in meaningful change, they may resort to extreme ratings (all 1s or all 10s) to express their frustration or disregard the survey entirely.
Real-World Scenario: An airline offers compensation for bad experiences only if a passenger rates their flight below a certain level. Some travelers give low ratings to get perks.
Strategies to Uncover Genuine Customer Insights
- Ensure Anonymity for Honest Responses: Anonymous feedback encourages honesty and prevents fear of repercussions.
Real-World Scenario: An e-commerce company used anonymous online polls and saw a 30% increase in negative feedback, uncovering hidden issues.
- Move Beyond Surveys: Collect feedback from multiple channels such as social media, reviews, chatbots, and customer support to gain a more complete picture of customer sentiment.
- Smart Timing for Surveys: Send surveys after key customer interactions rather than mass-distributing them. Event-triggered surveys improve engagement and relevance.
- AI-Powered Analytics: Leverage AI to detect patterns, predict trends, and analyze customer sentiment beyond traditional surveys.
Real-World Scenario: A telecom provider used AI to detect frustration in customer service calls, even when survey responses were neutral, leading to service improvements.
- Real-Time Feedback Mechanisms: Implement instant feedback tools like interactive kiosks and chatbot-based surveys to capture customer sentiment in real time.
Real-World Scenario: Airports use quick-tap feedback stations at security checkpoints to measure traveler experience immediately.
The Impact of Inaccurate CX Data on Business Outcomes
- Poor Decision-Making: Inaccurate feedback causes businesses to misdirect their efforts, leading to wasted resources and missed opportunities.
- Declining Customer Loyalty: When customers feel their opinions are ignored or do not lead to improvements, engagement drops, leading to higher churn rates.
- Competitive Disadvantage: Businesses relying on flawed CX data lag behind competitors who utilize accurate, data-driven customer insights to enhance experiences and retention.
Leveraging AI-Powered Tools for Better CX
Rather than relying solely on surveys, businesses should integrate advanced tools like SogoCX a customer experience platform early in the feedback process to gain deeper, more actionable insights.
Why Choose SogoCX?
- Omnichannel Feedback: Collect feedback from surveys, social media, customer support, and various digital touchpoints to gain a holistic view of customer sentiment.
- AI-Powered Analysis: Detect emerging trends, predict potential risks, and analyze customer emotions in real-time.
- Real-Time Alerts: Get instant notifications on critical feedback to proactively address customer concerns.
- Customer Journey Mapping: Visualize and enhance every step of the customer journey for a seamless and satisfying experience.
Frequently Asked Questions (FAQs)
· Why do customers mislead in surveys?
A: Customers change answers due to wanting to look good, fear of problems, or survey fatigue. They might also change answers to influence company actions.
· How can businesses reduce survey fatigue?
A: Use event-triggered feedback, shorter surveys, and other feedback methods.
· Are CX surveys still useful with flaws?
A: Yes, but use them with omnichannel feedback, AI, and real-time feedback.
· What is AI’s role in improving CX insights?
A: AI analyzes feelings, finds patterns, and predicts behaviors.
· How does SogoCX improve CX measurement?
A: SogoCX uses many channels, AI, and real-time alerts.
Conclusion
Traditional CX surveys have problems that lead to wrong data, causing bad business decisions. By using AI, omnichannel insights, and real-time feedback, companies can get real customer feelings and make smart improvements. With platforms like SogoCX, businesses can get the right insights, at the right time, through the right channels.
Blog
What Builders Should Look for When Choosing a Stone Supplier

Builders seeking stone materials for construction or renovation projects should partner with a reliable supplier. Finding the right provider will help you obtain high-quality slabs that meet the demands of each project. In addition to the product itself, builders should prioritize suppliers that offer reliable services such as timely delivery, custom fabrication, and on-site support when selecting slabs. Here are a few things to look for in slab selection for builders from a stone supplier:
Variety and Quality of Stones
When it comes to slab selection for builders, you should look for a trusted supplier with a large variety of stones. Check the supplier’s inventory to see what stone materials are available. The stones should have distinct colors and patterns to suit different projects. These may include natural stones like granite, marble, and quartzite. If you prefer an engineered stone, check if the supplier offers quartz materials, such as Maestro Quartz, Cambria, and Silestone.
Besides looking at the variety of stones, you should also check their quality. Reputable suppliers offer high-quality stones for kitchen and bathroom projects. High-quality stones create visually appealing countertops that are more durable. They’re also easy to maintain without worrying about stains and scratches. Engineered quartz is popular for its non-porous and non-abrasive properties.
Stone Fabrication Services
Choose a stone supplier offering tailored stone fabrication services. Stone fabrication involves cutting, shaping, and finishing stones to create custom pieces for countertops and flooring. Some suppliers will provide in-house fabrication services to meet the specifications of the desired stone. With in-house fabrication, you will eliminate the need for DIY cutting or hiring a third-party company. It also allows you to work with a single company, which improves the efficiency and accuracy of the cut stone.
Location and Delivery Services
When selecting a stone supplier, choose one that is based in the area where the project is located. This allows you to visit the supplier’s showroom, review their products and services efficiently, and speak with representatives from the company. It may also be easier to get the stone materials delivered on time. Collaborating with such a supplier prevents material shortages that can halt construction. Visit the supplier to inquire about their delivery options. Many suppliers partner with local delivery companies to transport stone materials. You should also ask about delivery routes and dates to determine how long it’ll take to get the materials delivered, and plan your project accordingly.
Customer Support
Customer support from a stone supplier can help elevate your purchasing experience. Stone selection may be challenging, especially for inexperienced builders. Look for a supplier with reliable customer support to assist you in selecting the right stone materials. The team can provide individualized advice tailored to your budget and goals. They should communicate with you on time to inform you about the availability of stones and any potential delays that may occur.
Dependable Slab Selection for Builders
Choosing the right stone materials for your project can help enhance the overall appearance of indoor spaces. Slab selection for builders requires finding a reliable supplier who meets your needs. You can visit their website or showroom to see the products and services they offer. Your preferred supplier should have industry expertise and a proven track record. Contact a trusted supplier today to purchase high-quality stone materials.
Business
The Benefits of Hiring Vetted React JS Developers for Scalable Web Apps

Ever launched a promising web app, only to watch it inevitably crumble under real user load?
Scalability problems don’t appear out of thin air — they usually are present from the start, often due to premature development or underqualified hires. Once your app starts getting traction, those early shortcuts become costly problems.
ReactJS has become the framework for building fast, interactive user interfaces. But effectively leveraging React — particularly for applications meant to scale — involves more than just being able to write its syntax. It requires coders who understand architecture, performance, and long-term maintainability.
It’s the very reason that so many businesses are opting to hire ReactJS development teams. These are not simply coders—they are experts who add structure, efficiency, and foresight to your product.
Discover how Recruiting the right team can turn your app from a prototype to a scalable, production-ready application.
Why ReactJS for Scalable Web Apps?
But before we get into how you hire, let’s discuss why you should use ReactJS for scalable web app development.
ReactJS is a library created and maintained by Facebook that’s meant to be fast and flexible. It does so by using a virtual DOM, which reduces the number of times a page needs to be re-rendered and, in turn, adds speed to the application. Its component architecture focuses on reusability and creating clean code, making it friendlier to scale and maintain on big apps.
React also has a very good ecosystem of tools and libraries and vibrant community support. With frameworks like Next.js and libraries like Redux, developers can easily build fast, SEO-optimized apps that can be maintained over time.
The Value of Hiring Vetted ReactJS Developers
Developers are not all created equally. React has a low learning curve, but knowing how to write scalable, maintainable apps for production can take the time to learn. Here’s why hiring vetted ReactJS developers makes all the difference:
-
Quality and Reliability
Pre-selected developers pass rigorous screening for technical skills, problem-solving, communication, and real-world experience. With a team of ReactJS developers who already have experience in these aspects, you’re minimizing the risk of technical debt and making sure you don’t miss deadlines or introduce architectural mistakes that will harm your product in the long run.
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Faster Time to Market
Experienced developers can get started quickly. They know about best practices, pitfalls, and shortcuts. A vetted ReactJS developer will not spend time learning on the job—you can count on them to jump in and hit the ground running on your team.
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Scalability by Design
Performance is one of the largest problems we face with web apps, especially as user demand begins to accumulate. Developers who are experts in ReactJS know how to create well-structured architecture through strategies like code splitting, lazy loading, smart state management, etc. This type of foresight is key for apps that must scale gracefully.
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Better Collaboration and Communication
In a distributed or hybrid working environment, communication is as important as code. Screened developers should also be evaluated on soft skills: ensuring they can work well within your team, understand business requirements, and contribute to a healthy dev culture.
Why Hire a Dedicated ReactJS Development Team?
Hiring some freelancers might work for small one-off projects, but building a scalable product often requires more continuity and coherence. That’s where hiring a dedicated ReactJS development team comes in.
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Long-Term Commitment
Dedicated teams bring consistency. Unlike freelancers who manage client after client, a dedicated team works only on your project. This consistency results in better product knowledge and enhanced team cohesion over time.
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Faster Iteration Cycles
With a cohesive team in place, communication flows more smoothly. Product managers, designers, and developers can sync up more quickly so that no time is spent waiting for handoffs and iterating faster—crucial in agile environments.
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Cost-Efficiency Over Time
At first, the process might even appear more affordable by hiring ad-hoc developers. But, when you look at the investment in onboarding, delays, rework, and turnover, a dedicated team is usually more cost-effective down the road. You get predictability, reliability, and a steady development velocity.
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Scalable Resource Allocation
As your project grows, you may need to scale the team up or down. Dedicated software development partners can also be flexible regarding team size and workload, allowing you to better manage costs and deadlines.
Tips for Hiring the Right Talent
If you need to hire dedicated software developers, specifically for ReactJS, consider the following:
- Check for real-world experience: Request project portfolios, GitHub repositories, or client references.
- Prioritize communication skills: Good code is nothing without clear communication.
- Test with real-world scenarios: Test not just coding but also problems that mimic your project requirements.
- Look for full-stack knowledge: Though not imperative, familiarity with backend systems (e.g., Node.js, databases) can help React developers produce more tightly integrated solutions.
Final Thoughts
ReactJS is a powerful tool, but like anything else, it’s only as effective as the hands that wield it. If scalability, performance and long-term survival are part of your company plans, then hiring vetted ReactJS developers—or better yet, a dedicated ReactJS development team—is a smart investment.
Hiring dedicated software developers with the right skills and attitude isn’t just about building together an app— it’s about putting together a product that has potential, so it can rise in the ranks and remain in a fiercely competitive digital world.
Business
Is Commercial Litigation the Same as Corporate Litigation?

In the legal world, terminology matters. Businesses often encounter various disputes that require legal intervention, but understanding the distinction between different types of litigation can be confusing. Two terms that are frequently used interchangeably—but are not exactly the same—are commercial litigation and corporate litigation.
While both types of litigation deal with business-related matters, they differ in focus, scope, and the kinds of legal issues they address. This article aims to demystify the difference between commercial and corporate litigation, explain how they overlap, and highlight when legal help is necessary.
Understanding Commercial Litigation
Commercial litigation broadly refers to legal disputes that arise out of business and commercial relationships. These disputes usually involve issues related to transactions, contracts, and business operations. The parties involved can be individuals, partnerships, corporations, or government entities.
Common Types of Commercial Litigation
- Breach of Contract – One of the most common commercial litigation cases. When one party fails to fulfill the terms of a business agreement, the other party may sue for damages or enforcement.
- Shareholder Disputes – While this overlaps with corporate litigation, shareholder disputes that focus on contractual rights or monetary interests can fall under commercial litigation.
- Franchise Disputes – Franchisors and franchisees may enter litigation over operational issues, territory rights, or termination clauses.
- Real Estate Disputes – Commercial leases, zoning, and property development issues are often litigated under commercial law.
- Trade Secrets and IP Infringement – Protection of proprietary business information can lead to commercial disputes.
- Debt Collection and Enforcement – Businesses may litigate to recover unpaid debts or enforce payment terms.
In essence, commercial litigation is transactional in nature. It involves disputes over business activities, often hinging on financial matters and contractual obligations.
Understanding Corporate Litigation
Corporate litigation, on the other hand, refers to legal disputes that arise from the internal governance of a corporation. These disputes are often focused on the rights, duties, and conduct of those involved in managing and owning a company.
Common Types of Corporate Litigation
- Breach of Fiduciary Duty – Corporate officers and directors have a duty to act in the best interests of the company. Allegations of misconduct, self-dealing, or negligence often fall under corporate litigation.
- Minority Shareholder Oppression – Minority shareholders who believe they’ve been unfairly treated may initiate legal action under corporate law provisions.
- Derivative Actions – Shareholders may sue directors or officers on behalf of the company for wrongdoing that affects the business.
- Corporate Governance Disputes – Issues related to board elections, bylaw interpretations, or compliance with governance rules.
- Mergers and Acquisitions Disputes – Litigation that arises from failed or contested M&A transactions, including due diligence issues or breaches of representation.
Corporate litigation is internal in nature, focusing on how a company is run rather than how it transacts with the outside world.
Key Differences Between Commercial and Corporate Litigation
While both commercial and corporate litigation involve business entities, they address different aspects of business law.
Feature | Commercial Litigation | Corporate Litigation |
Nature of Dispute | External, transactional | Internal, governance-related |
Common Issues | Contracts, payments, trade disputes | Fiduciary duties, shareholder rights, governance |
Parties Involved | Businesses, individuals, third parties | Directors, officers, shareholders |
Objective | Resolve transaction conflicts | Ensure lawful and fair corporate management |
Understanding these differences can help businesses approach legal issues more strategically and know what type of legal support is needed.
How They Overlap
Despite their distinctions, commercial and corporate litigation often overlap. For example:
- A shareholder dispute could involve both corporate governance (corporate litigation) and breach of a shareholder agreement (commercial litigation).
- An acquisition dispute may involve elements of misrepresentation (commercial) and board member misconduct (corporate).
- A partnership breakup may require resolving operational issues (commercial) and internal power struggles (corporate).
Law firms that specialize in business law are usually well-equipped to handle both types of litigation due to this crossover.
When Should You Seek Legal Counsel?
If you’re involved in a business dispute and aren’t sure whether it falls under commercial or corporate litigation, it’s best to consult a legal expert. Delaying legal intervention can worsen the situation or limit your options.
Consider consulting a lawyer if:
- You’re entering or exiting a high-value contract.
- You suspect a business partner is violating agreement terms.
- You’re a shareholder being left out of major decisions.
- The board of directors is acting against the best interest of the company.
- Your company is involved in a merger or acquisition gone wrong.
Skilled business lawyers can help assess your situation, identify the correct legal strategy, and represent your interests in court or negotiation.
The Legal Process
Both commercial and corporate litigation can be resolved through:
- Negotiation – Out-of-court settlements to avoid litigation.
- Mediation or Arbitration – Alternative dispute resolution methods.
- Litigation – Taking the dispute to court if resolution fails.
The process involves gathering evidence, filing pleadings, discovery, possible pre-trial motions, and ultimately, trial or settlement. The complexity and duration of the case depend on the issue, the willingness to negotiate, and the legal strategy involved.
Importance of Choosing the Right Legal Team
Given the stakes in business-related disputes—financial loss, reputational harm, and operational disruption—choosing an experienced law firm is critical. Firms that handle both commercial and corporate litigation are well-positioned to offer comprehensive legal support.
A trusted firm like Whitten and Lublin brings a wealth of experience in both commercial and corporate legal matters, offering tailored strategies and sharp representation to protect business interests.
Final Thoughts
So, is commercial litigation the same as corporate litigation?
Not exactly.
While both deal with legal issues in the business world, commercial litigation focuses on external business relationships and transactions, while corporate litigation is rooted in the internal workings and governance of a company.
Understanding the distinction helps businesses make informed decisions when legal challenges arise. Whether it’s a contractual dispute with a vendor or a boardroom battle over fiduciary duties, identifying the nature of the dispute is the first step in securing the right legal support.
If you’re facing any kind of business dispute, it’s always a wise move to consult legal experts who understand the nuances of both commercial and corporate law to ensure your rights and interests are fully protected.
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