The number of people who click through to customer feedback surveys is low to begin with, so it’s essential that you create a great survey that is clear, succinct and easy to understand. You need to find that sweet point between it being quick enough not to deter the average consumer who simply wants to tell you about their experience, and being long enough to give you useful and valuable information that you can take forward to improve your company. Here are 5 things to consider when designing your great consumer feedback survey:
Customer Feedback Surveys: Best Practices
Keep the Questions Simple
No one likes to be asked the same question repeatedly, and definitely not if it’s one that they have to type in an answer. By using simple language and short questions, you’ll keep your consumer’s interest for longer.
Use “How” for Scales
The quickest and easiest questions for customer feedback surveys are those that have a simple yes or no answer. For example, asking “were you satisfied with your service?” will give you a quick snapshot. However, it’s hard to differentiate between those people who absolutely hated your service, and those who were a little disappointed. Tacking the word “how” on to the start of the question allows you to offer a spectrum of answers, from “highly satisfied” to “highly unsatisfied”. You can then prompt for further details for people who give extreme answers.
Make Detailed Responses Optional
Time is precious for your consumers, and you’ll find that most people will prefer to respond if the consumer feedback survey is a simple set of click the button answers. This will generate data that you can use, but nothing compares to anecdotal feedback. Allowing spaces for detailed responses (“tell us about your experience on our website”) is essential but make sure that you allow them to leave the box blank. This will mean that the feedback you get in those boxes is meaningful and deliberate.
It is a natural byproduct of your pride in your company that you will think that your customer service is great, your product is fantastic and that your website is the best online. However, the whole point of creating customer feedback surveys is to get real and honest feedback. Asking “what did you think of our exciting website?” will bias the responses towards the positives. While this is pleasant feedback to get, it won’t be a true reflection of your strengths and weaknesses. Try asking instead “what did you think about our website?” to get a more accurate reflection.
A great consumer feedback survey is one that targets areas that you have concerns about. A survey that targets every single aspect of your company from website to personnel will take too long and produce data that will take forever to untangle. Instead, focus on specific areas that you know have been problem areas in the past. For example, if you’ve just redesigned the homepage, try asking “what was your first impression of our website”, or if you’ve just delivered training to your sales team about responding quickly to customers, ask “how quickly were you served when you came in store”. Not only will this keep your survey shorter, but it will produce more useful information.
Above all, you must make sure that you’ve tested your survey before you send it out. There is nothing more frustrating for your consumer than a survey that has a faulty link, where the questions don’t advance properly or where there are serious communication errors that get in the way of your questions. Sending it to people in your business will allow them to highlight any errors to you, as well as giving you some sample feedback so you can begin to see how you’ll use the information from your great consumer feedback survey to drive your company forwards.