When was the last time you surveyed your customers? Do you know if your customers are satisfied with your product or service, what they like about your business, or how you can improve? Creating an effective customer satisfaction survey can answer these questions and provide you with insight on the strengths and weaknesses of your company, so you can continue to refine your digital marketing strategies and increase sales. Take the following five tips to get started with customer surveys and learn how you can improve your business!
Before conducting a customer survey, set objectives for the type of information you want to collect. You can start by talking to employees who are working directly with your customers on a regular basis. They may already have useful insight on what your customers need or expect, and give you a hunch about what kind of questions need to be asked. Decide on a set of core questions you will ask each time you conduct a survey, in addition to questions you can change annually or semi-annually.
Address Overall Satisfaction First
Most successful customer surveys will begin by addressing the customer’s overall satisfaction before getting into the nitty gritty details. Gauging your customers’ gut reaction to your company first is valuable, because it will reveal to you what people truly think about your business. In addition, if you choose to leave your “overall satisfaction” question at the end of your survey, some customers may have already checked out of the survey, preventing you from getting a clear view of how they really feel.
Less is More
Short, clear, and simple surveys are more likely to be completed than complicated ones. Oftentimes, customers are multitasking when filling out a survey. Make sure that your questions are easy to answer in order to avoid confusion or a misrepresentation of how the customer truly feels. Our recommendation is to keep your survey time under seven minutes. Anything that takes longer than seven minutes typically results in customers bowing out before they finish.
Fewer Open-Ended Questions
Limit the number of open-ended questions, aka any question that your customer needs to type into a text box. The reason for this is because research shows that respondents tend to write most of their feedback in the first open-ended question. Adding too many of these types of questions may leave you with blank fields or repeated answers. Open-ended questions often provide businesses with the “golden nuggets” of feedback they are looking for, so adding one or two is definitely a good idea.
Avoid Repetitive Asking
While surveys can be done on a regular basis, don’t survey any one customer more than one or two times per year. You want to avoid annoying your customers, or worse – causing them to ask to be removed from your contact list.
Creating an effective, successful customer survey can give your business indispensable insight on how you can improve your sales and refine your digital marketing tactics. Follow our five tips to build a survey that will benefit both you and your customers!