The design of a survey can break it or make it! The way you present your questions to your customers influences greatly the survey dropout rates. Read below to find out our 5 most important tips on how to design better customer surveys:
1.Do your research
It is important to create a customer survey which is targeted and to the point. Therefore, you need to ask specific questions. Simply asking your customers “What services do you want us to offer?” might not bring much. Too general or vague questions offer too much choice and your customer might feel overwhelmed and simply skip that question or close the survey altogether.
Therefore, do your research and see what your customers *might* want or need. Offer them options which seem the most likely versus making every question open-ended.
2. Draft your questions
When drafting your questions, it is vital to keep them short and sweet. In addition, don’t ask more than 10 questions or you risk your customers dropping off the survey.
Think about the types of questions you will be asking: different questions require different formats. Offer the possibility for free text if your customers want to expand on their answers, but don’t force them to.
Don’t make your survey too long, otherwise your customers simply won’t bother filling it in. It is also a good idea to include a progress bar so that your customer know how much more is left. At the beginning of the survey, you can also share with them how long does your survey take.
3. Offer an incentive
Not many customers will fill in your survey, if you don’t encourage them to. Motivate your participants by giving them a small discount or free shipping off their next purchase. Alternatively, even explaining what you are trying to achieve (i.e. improving your products and services to bring better customer experience) can be a motivation enough.
4. Set up your survey
For this step, use a customer feedback tool to save yourself a lot of time and effort! Thus, you will be able to also create analysis reports once your survey is finished, so that you can see the trends. Using a tool also makes your surveys look more professional and uniform.
5. Publicize the survey and the results to your customers
This final step has 2 parts: firstly, make sure that you reach as many customers as possible. The more survey answers you have, the more information you can get about ways to improve and grow.
Secondly, once you have your results and reports, let your customers know what you are going to change to accommodate for their preferences. Make them know that you take their opinions and feedback seriously. A customer that feels valued is a return customer!