Customer surveys can give you an idea who your clients are. This can help you adapt, and adjust your brand image, and it can also aid you in making predictions about their future wants and needs. Conducting surveys as often as you can is a good way to stay ahead of the curve when it comes to trends and your clients’ preferences.
Surveys can also boost your customers’ trust, and ultimately, loyalty, since it shows you are genuinely interested in their opinion, and you are putting in the effort to satisfy them. Make sure that you notify your clients about the changes you’ve made, based on their feedback. Otherwise, your efforts run the risk of not being noticed. People tend to remember negative experiences better than positive ones, so improvements might go unnoticed, simply because your customers might be too comfortable. Likewise, it may bring back some of the clients you’ve lost, if they were previously unsatisfied with your business.
Positive feedback on customer surveys can also double as company reviews. It’s definitely a better alternative to publishing paid or solicited reviews. Make sure you ask your customers for their approval, before deciding to make their answers public, even if the survey is anonymous.
There’s a whole science to designing good questionnaires, that avoid biased answers, and manage to coax an honest answer of the people who are participating in the survey. Unfortunately, there many factors that are going to influence your customers’ answers, and most of them are beyond your control. Depending on what information you are looking to obtain, you may want to ask them for feedback immediately after the experience you want to assess. The responses are bound to be more emotional since the participants are going to remember more vividly their experience. Hence they’re still under the influence of the feelings they’ve associated with it.
If you’re looking for more objective information, then it’s best to give your customers some time, before you poll them. This gives them a chance to assess the situation with more clarity. The answers they offer will never be truly objective, but this is not what you are interested in any way. Your clients need to be satisfied, first and foremost, and satisfaction is not objective.
Customer Survey Length
If you want to get the most out of your surveys, don’t make questionnaires that run on for pages, and pages. Your customers might get bored, and start answering without actually considering the questions, just to get it done. Ideally, your survey should have no more than 30 questions tops. And it should take around 5 minutes to complete.
If you do have more than 30 questions to ask, or if the format of the questions take more than 5 minutes to answer, consider breaking down the list of questions into multiple surveys. Group them according to their theme, so you know what you are looking for.
Customer Survey Frequency
Trends and preferences change at an incredibly fast rate, so you should conduct surveys as often as you can. This gives a chance to reassess the efficiency of your questionnaires, and to add in the questions that got left out earlier.
You may want to have a broader survey that is always available on your company’s website, to assess your customers’ general level of satisfaction with your products or services. But if you’re looking for more specific feedback, targeted at one particular subject, than you should advertise that survey separately.
Customer Survey Questions Questions
Vague or unclear questions run the risk of skewing the results of your survey. The participant’s time should be spent focusing on an answer, not what the questions mean. In situations in which the questions are ambiguous, the participant might be inclined to just randomly choose an answer. And this can generate a misleading pattern.
More than that, your customers might just give up on the rest of the survey as well, if they find the questions to be incomprehensible. They have to feel like they’re spending very little time completing the questionnaire, so they’re going to feel more inclined to consider each answer carefully.
Customer Survey Question Optimization
There are many things that are going to influence the way in which your customers answer your surveys. Some can be as subtle as the way in which you phrase a certain question, whether or not you use words they may have a negative image associated with them and even the order in which you ask the questions.
For better results, more informative results, you are going to want to have as much variation in the way in which you construct your questionnaire. You can ask the same question in multiple ways, to avoid biases based on words and phrasing, and you should also consider mixing up the pattern in which you ask your questions.
For questions with multiple choice answers, consider moving the choices around. That way, you’re going to avoid setting a kind of routine for your customers, and you’re going to force them to think about each question individually.
Customer Survey Rewards
If you find that your customers are reluctant to take your surveys, consider offering them a little treat upon completion. Many companies use this tactic to encourage their clients to answer.
However, you may run the risk of having people take the survey just for the reward, without actually having had any interaction with your company. Make sure you add some verification method, to determine if they know what they’re talking about when answering your questions. Some surveys require you fill in the information which is printed on the receipt. You can add pop-ups to your website, that are timed to go off after a certain action was performed, such as checking out of an online store, or after a specific link was clicked.
Encourage Detailed Feedback
In any survey, regardless of the information you are looking for, it is of the utmost importance that you give your customers a chance to have their say. Detailed comments can be a much more valuable resource than questions that offer a choice between several answers.
The whole point of surveys is to find out things you didn’t know about your customers. The questions and answers designed by you are best used when you are interested in finding out very specific things, which don’t allow for a lot of nuances.
Comments can offer you insights you could not have otherwise predicted. Unfortunately, it is more difficult to get participants to spend time writing down long answers than it is to give them the option to tick a box. So, even though you are looking for detailed answers, keep to questions simple, so don’t they feel like they’re spending too much on the answer.
Surveys can be an invaluable tool when it comes to assessing customer satisfaction levels, and predicting future trends. It also boosts your client’s trust and proves to them that you are genuinely interested in them, and their preferences and input.
© 2016 DK New Media.