What All Premium Brands Have in Common?

They genuinely listen to their customers. That’s exactly what Swedish electric vehicle brand Polestar does. Whether it's customers who have received their vehicles or those attending brand events, Polestar runs sophisticated survey designs to ensure no voice goes unheard. Here’s how they do it.

1. Post-Delivery Customer Survey – The Beginning of a Relationship

Polestar goes beyond basic satisfaction surveys. From the first interaction, they demonstrate a data-driven design aimed at building deeper relationships with their customers.

1-1. Customer Verification

The survey starts by asking for the customer's email and phone number to verify if they are indeed a vehicle purchaser. This is the first step toward collecting reliable data.

2-2. Collecting Detailed Information

Polestar gathers lifestyle-based information, including gender, date of birth, marital status, children, occupation, and pet ownership. This data forms the foundation for personalized customer experiences.

2-3. Identifying Interests

They don’t just ask if the customer is “interested in cars.” Instead, they dive deeper into hobbies, favorite activities, and preferred event types (e.g., test drives, track days, lifestyle classes) to enable participation-based communication.

2-4. Brand Perception Survey

The survey includes questions that trace the customer’s journey with the brand—how they discovered Polestar and why they chose it. These insights feed directly into marketing strategy.

2-5. Consent for Personal Data Collection

Polestar also includes steps to gain prior consent for customized event invitations and communications, ensuring both legal security and effective marketing use.

2. Event Attendee Survey – Meaningful Feedback from Brief Encounters

Customers who attend events have a different experience from buyers. Even during these brief interactions, Polestar carefully gathers customer feedback.

2-1. Customer Verification

The survey begins with a phone number to verify participation history, along with collecting information about the showroom visited.

2-2. Satisfaction Survey

Five-stage satisfaction questions, from check-in to on-site staff interactions, help ensure highly engaged responses.

• Overall Event Experience

• Check-In Process

• Event Content

• On-Site Gifts

• Staff Service

2-3. Open Feedback Collection

Customers are encouraged to suggest ideas for future events and share open-ended opinions, offering vivid insights into the brand.

2-4. Consent for Personal Data Collection

To offer a small gift (such as a mobile voucher) in return for feedback, Polestar includes the necessary data collection and usage consent steps.

The Way You Treat Customers Reflects the Class of Your Brand

Only brands that value each and every customer’s opinion can achieve sustainable growth.
Want to listen to your customers like Polestar does?
The answer is Walla.