The old customer survey. It is coming up more and more frequently lately as businesses now understand the power of listening to their customers. Or maybe they haven’t been listening and now are feeling the power of customers ignoring their every attempt to “push” at trying to gain attention.
Here are some key questions to consider when designing a survey.
1. Make it short
The more questions the more annoying for the customer and it might not actually assist them communicating honestly about what you need to know. If your survey takes more than 8 minutes expect a high abandon rate. So small number of highly focused question with questions that are relevant to your customers.
If possible make the survey dynamic. That is use technology to show only the fields that your customer needs to see. Pre-populate.
3. Open questions
Scale questions have their place but a rating of 1-10 doesn’t allow you to uncover issues that you might not have considered. Let customers identify exactly what they want to communicate to you in their own words.
4. Right format
Surveys can be via telephone, email, face to face on your website etc. The best results I find is from email as long as your list is clean and the timing of the email convenient. (not first thing Monday morning). However taking a email campaign and posting it to your Facebook, Twitter or LinkedIn communities can also be very effective.
If you give customers access to the survey results (I do a report immediately) then they are more likely to fill it in. Customers want to feel heard and part of a larger solution. Letting customers know they matter and you are taking action is vital. While 95% of companies collect customer feedback only 5% tell customers what they’ve done with it.(Source: clarabridge.com)
6.Feedback Always On
Customers are talking about your products and services all the time. They review, share opinions online and ask questions of their valued communities like Twitter, Facebook, LinkedIn and review sites. Collecting and monitoring these feeds will give you real time date that may identify trends that consolidate your survey findings.
7. Share the results with customers and employees
To improve your customer experience you need to improve your employee’s experience. To do this with customer data is a powerful strategy and unities everyone behind the customer. Prioritising actions out of surveys and feedback help employees feel empowered and engaged.
8. Create a Customer and Employee Dashboard
Measuring key factors that impact customer and employee satisfaction creates accountability and drives change. It doesn’t have to be the Net Promoter Score but it should be something that is meaningful and enhances your brand’s reputation.
For every customer complaint, 26 others remain silent. (source clarabridge.com)
Guide to customer surveys.