A customer survey can bring about a lot of valuable insights, but if it is not designed well, customers simply won’t participate. Read below to find out our tips for the best possible design for high participation for your customer surveys:
1. Why send customer surveys?
First of all, we need to talk about the importance of customer surveys. Even though they are still quite new to many companies, customer surveys can provide many managers with information about their customers’ buying behaviour and preferences. A customer survey will also help you engage your customers and increase their customer loyalty. Furthermore, with a customer survey, you can target your audience and receive only answers from the people you are interested in. Finally, a reputation management tool can assist you in creating reports and tracking your customer satisfaction over time.
2. Tell them who you are
When it comes to the design of your survey, it is important to start by introducing yourself. In addition, tell your customers why you are conducting the survey and inform them how their answers will be used. Here is a short list of the information you should cover in your introduction:
- Name of your company
- Purpose of the survey
- How long it will be
- Any instructions if necessary
- How their answers will be used
3. Divide your questions into categories
Any survey has questions which refer to different categories. Therefore, categorizing your questions will not only help with the design of the survey, but it will make it easier for your customer to fill in. In addition, it will make the data collection and analysis much easier.
To do this, include subheadings in your questions. Furthermore, include the most important categories in the beginning of the survey. The reason behind this is that 80% of customers said that they have left a survey midway, at least once. This is why, you often see the demographic category at the end, as it often is the least important category.
4. Prevent neutral answers
Our previous article on Likert scales showed how to avoid neutral answers by changing the number of possible answer options. Many managers prefer to prevent neutral answers, as they don’t bring them much information. However, always have in mind that this might bring about skewed data, as customers who actually don’t have a preference are forced to chose one and they might do so randomly.
5. Open-ended vs. multiple choice questions
Often a marketer might not be sure how many open-ended questions to include, or if they should make them all multiple choice. Open-ended questions include a text box where the customer can write their answer, instead of choosing a simple “yes” or “no”. However, often customers fill in surveys on their mobile phones where typing a long answer might be more difficult. In addition, even if a customer is filling in the survey on their PC, too many open-ended questions might cause them to drop out. Therefore, try and find the perfect balance between some open-ended questions, but not too many.
6. Include your contact information
Finally, it is a good idea to include your contact information in case your customers would like to send you any additional feedback or elaborate on their answers. You can also give them the option to contact you in case they would like to find out the results of the survey they have just participated in.
7. Test your customer survey
A good idea before sending the survey to your customers is to test it yourself first. Designing a survey is different to filling it in. Therefore, send the survey to yourself first (and maybe a colleague too) to see if there might be any issues and confusion.
In conclusion, designing a survey can be very specific to your industry, company and the products you are offering. However, the tips above give you directions on how to design the best possible customer survey in order to get the most answers.