Customer satisfaction is crucial to any business, because, customers are the reason why the latter exist in the first place. Nevertheless, it can be difficult to maintain customer satisfaction if you don’t know what they think of you. That’s why you need customer information; to learn more about them!
So how can you collect your customer data? Well, one way to do it is through surveys! Companies love to do surveys because they can gain feedback from their customers!
However, this can be problematic to the customers because they can get overwhelmed by the amount surveys that were sent to them; to the point where they would rather avoid taking one than giving their opinions!
That isn’t good, right?
Moreover, even though there are customers who take up your survey, some of them give up in the middle of completing it because it’s too long, too complex, or they just don’t understand what the questions are trying to ask.
It’s frustrating, isn’t it? Because you just want to make sure your products meet the customers’ needs but they can’t cooperate. So, how can you make a killer survey? Well, we have gathered a list of components to consider that can help you in building your survey!
1. Length of Survey
You might not have one but some people have a short span of attention. That’s why it’s important to make your survey short but concise! If you have a lot of questions and your customers feel that it’s not worth their time, they won’t hesitate to quit even though they’re in the middle of answering it.
2. Address a Particular Topic
One question, one topic. It’s clearer and helps you to gain actionable findings when the questions focus on one specific topic, rather than implementing a wide range of topics at once. Aside from that, it will be best if you can avoid repetitive questions because your customers wouldn’t want to answer with similar topic again.
3. Avoid Question Overload
Surveys that are short and concise are the best kind of surveys, but using double-barrelled questions to shorten your survey, is by no means advisable. This might lead to inaccuracy, due to your customers feeling differently about the questions that were asked simultaneously, and not having the adequate options to answer. This scenario often renders a biased response from your customers.
4. Use Simple Language
As they said, simple is the best which is why it’s better to keep your language simple! Even though sophisticated words make you sound fancy, but there’s no point if your customers don’t understand it. Eventually, they just stop answering the survey or provide inaccurate answers which dilute the efficiency of the overall survey.
5. Avoid Leading Questions
Words are so powerful to the point you can influence a person’s opinion. Because of that, you should pay attention to the phrasing of your questions. For example, “will be, should, or maybe” should be avoided because it gives an impression that you’re suggesting your opinion through the question.
6. Use Close- Ended Questions
As much as an open-ended question can give you more information, your customers don’t feel the same way because they prefer to answer in a short amount of time. That’s why predetermined answers exist where they can just choose the answer. But that doesn’t mean you need to give predetermined answers for every question. If you want to pick their brain a bit more, you can balance some questions with predetermined answers and others with open-ended questions. Likert type questions are the most preferred ones so it will be good to keep this in mind when you’re formulating the questions for a survey.
7. The Need for Questions to Flow
Just like there is continuity in a TV show’s new season with the precedent one, it’s important to have a natural flow in a survey because customers can be taken aback, if they cannot identify a sense of direction when answering. How can you make your questions flow like water? Well, you can use the Funnel technique where generic questions are asked at the beginning before getting into more specific questions. For example, you can start by asking about how often do they use a product related to the brand or how many of the brand’s product do they consume before indulging in the core aspect of the survey. And finally, to add substance while ending on a lighter tone, a few questions about demographics always comes in handy.
A survey is one of the best ways to learn more about your customers, but a good survey can help you to gain more reliable and accurate information. So, if you want to create a good survey, just keep these components in mind and there will be no more half completed surveys!