SurveyMonkey to Let Customers Rate Their Results Against Peers

SurveyMonkey Inc. is adding an option that lets customers rank their online-questionnaire results against those of their peers.

The company is broadening its offerings as it attempts to gain a more central role with businesses. It also is integrating its product with applications from companies such as Google Inc. and customer-relationship software company Inc.

To use SurveyMonkey’s new Benchmarks option, customers must conduct a standard survey. The feature initially will be available for four types of questionnaires: customer service, employee engagement, customer loyalty and website quality.

If customers agree to share their data, they can get a comparison of their results to the average of everyone who used the same survey for no additional cost beyond SurveyMonkey’s typical fee of $300 a year.

Pricing starts at about $800 a year to filter further, for example, to compare results based on region or organization size, Chief Executive Officer Dave Goldberg said in an interview.

SurveyMonkey, which handles more than 3 million responses a day, plans to expand Benchmarks to questionnaires such as parent surveys for schools, he said.

The Palo Alto, California-based company competes to some degree with Answers Corp.’s ForeSee, which conducts pop-up customer-satisfaction surveys on company websites.

SurveyMonkey in December raised $250 million in an investment round that valued the company at $2 billion. The company said it would use the money to pursue acquisitions and let some employees and shareholders sell stock.

The 15-year-old company isn’t immediately interested in a public offering, which could divert attention from long-term goals, Goldberg said.

“We might go public someday, but not unless there’s some good reason other than liquidity,” he said.

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