How do you ensure more participation from your survey takers? Creating surveys is just the first step. Surveys serve a dual purpose – they help you know more about your customers while it makes your existing and potential customers understand that you care.
However, throw in questions that are lengthy and you could do without and you get disgruntled survey takers who may even want to do nothing with your brand. It’s important to be relevant and useful – your survey shouldn’t be too long, and it should address all effective areas of concern. It has to make the survey takers feel that the survey takes into questions their concerns and isn’t there solely from the business perspective to increase business profits.
So, how do you do ensure and implement the best survey practices?
Making the Right Customer Surveys: The Skills You Need
The aim is to make your consumer surveys be more relevant both from a customer’s point of view and the business point of view.
Surveys are a critical part that can help in developing a brand image and customer loyalty, and help build relationships to establish a successful enterprise.
Here are some survey tips that will help you build a great survey.
- How relevant is it? Remember, surveys offer an understanding about the performance of the offered services. Are the services valuable to the customer? Services like banking solutions, technical services, marketing require a deep understanding of the market so as to ensure continuity of services and to be on par with the competitors. This means that the surveys must focus on getting information concerning the services. Unnecessary information might irritate customers, and their responses might get affected. Make it a practice to design surveys that relate to the subject.
- Understand customer needs Surveys present your concern towards consumer satisfaction, which is very necessary in any business. Focus on understanding customer pain points through the survey rather than asking organizational success questions and opinions of customers. A question like “Should our marketing team invest more on advertising?” be replaced by “How much have our advertisements affected you?”
- Focus on building loyalty Surveys help companies to develop a record of its loyal and regular customers and thus formulate offers to serve them better. Focus on understanding customer preferences. Surveys can help analyse the pros and cons of the products and formulate better strategies towards problem-solving.
- Interact with the customers Surveys are a great way to communicate with customers and make them feel important. It can help existing customers know that their views are important as well.
- Don’t forget to advertise While you shouldn’t gloat your achievements in a survey, you can subtly use it as an advertising medium too. Remember, the information reaches directly to the users, and you can promote new products and improved services. For instance, ask a question like, “Would you be interested in -------?”
How to make Surveys valuable?
Here are more survey tips and survey best practices to make your surveys more valuable.
- Make the language simple and clear Use words that are readily understandable and commonly used. Higher vocabulary words might convey a wrong message, and the responses might not answer the question – your readers need to clearly understand the question you’re putting forth.
- Analyse the target groups There are different types of customers for any service. Have questions for each type of customers – this makes the survey meaningful for all.
For example, asking a customer using the gaming products of a company about the performance of the home appliances of the company is completely illogical. Create customised surveys for each group to get more accurate data.
- Ask clear and straightforward questions If the questions are MCQ type, ensure that all the options are distinct. Don’t let customers be confused between two similar options.
- Make it interesting Nobody wants to dab on with a boring survey that they’ve no interest on. Try to make the survey interesting. Begin with questions that relate to the survey taker’s experiences. Such questions arise interest and often tend to extract more information.
- Use Rating scales Whenever you ask a question to compare or rate services, use of scale bars is advised. This not only makes it easy for the customers to answer but also makes it easier to compare.
These are some survey best practices that can help you to create surveys that can actually work wonders.