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.
How do you interact with customers through surveys? While surveys by themselves seem a good idea to know what a customer wants, it’s not everything. Customers can like the idea that you’re reaching out to them, but nobody wants to be riddled with unnecessary questions that take up their time. But then, they don’t want ‘Yes’ or ‘No’ questions that doesn’t take into account their views as well.
Creating a survey questionnaire can be tricky. Remember, it is this set of questions that will help you determine the positives as well as negatives of your business, helping you work towards achieving a common objective. While some of these questions may be open-ended, you’d have to include questions where respondents are required to choose from a set of options.
However, it has been observed that many business establishments make the mistake of incorporating dichotomous questions (the ones having Yes/No answers). Although they may seem easy to analyze, they defeat the purpose of conducting a survey in the first place.
The problem with Agree / Disagree Questions or Yes / No Questions
These types of questions are very easy to comprehend, but they suffer from critical problems at both users’ and the analytics’ end. These kinds of questions tend to force the consumer or respondent to make a choice between two options, regardless of whether or not they truly agree. It is very likely that the customer would choose the option that doesn’t describe his actual feelings about your product or service.
You eventually end up with incorrect analytic reports. There are several examples how this can occur. Let’s take an example of this question – would you purchase from us again? The answer to this question depends on the mentality of the customer. Also to this, it also depends on the customer’s expectations from your brand.
Your customers can be as different as chalk and cheese. One might think – “I have purchased this one, and it wasn’t a bad experience. I might give it another shot.” He ticks ‘yes’.
Another person registering the feedback might feel – “I have already purchased this one, and the experience wasn’t overwhelming. I would certainly not visit again.” He chooses ‘no’.
In this case, the same question has received two different answers because the customer wasn’t offered an option that rightly described his feelings. It is worth noting that the answer to this question varied depending on the customer’s expectations from the brand and not the quality of service. In other words, your question has been misinterpreted.
Is there any alternative to dichotomous questions?
Dichotomous questions are binding and don’t give customers the opportunity to share their opinions. In the above example, if respondents were provided progressively increasing options such as strongly agree, agree, not sure, disagree and strongly agree, you’d give more options, which would make the feedback precise.
As a matter of fact, analyzing surveys require users to give precise feedbacks. If your ‘feedback form’ questions fail to bring out the true feelings of the customer, then you aren’t succeeding.
It is vital that you follow the survey above tips while designing a feedback form. Don’t be under the false impression that customers don’t care about your business. Your questions as well as the options that you’ve also furnished play a key role in the outcome of the survey.
How much is too much? Online surveys are easy to take and your customers might want to give you feedback, but then nobody wants to be faced with a plethora of questions that takes a long time to finish.
While you might feel that the number of questions don’t really matter, experts believe that it has a significant impact on how effective the survey is. In this article, we will look at how the idea of ‘appropriate number of questions per page’ has evolved and changed the face of tablet-based feedback systems and touchscreen tablet surveys.
From web–based surveys to tablet–based surveys
The rules of surveying and collecting feedback have been greatly depending on technological capabilities of the systems being used. In the initial days when web surveys weren’t so common, the strategy was to limit the number of clicks. This meant compression of the survey to a single page. As a result, participants would have to load a single page and submit the survey when they’ve completed answering all the questions.
Over the years, the focus has shifted to scrolling. It is said that more the scrolling, greater are the chances that a respondent would drop out. Moreover, in the era of smartphones, scrolling can prove to be a demanding task. Imagine you being faced with hundred questions about a company, related to different aspects about how it does its business.
While you might answer the first few questions eagerly, you might just scroll down later and mark answers without even reading the questions – this leads to improper analysis of survey data and the inability to know what customers actually need.
The solution to this issue was the evolution of multi–screen surveys. This meant the entire survey would be divided into multiple screens. This could depend on various complex logics, categories, interests or more.
However, having a different number of questions per survey page have been considered misleading by respondents. Users are unsure about the number of question on the next page and choose to exit. A solution to this issue came in the form of single-question-per-screen surveys that have been implemented on tablets. It is advised that you optimize questions depending on the screen size.
How do Single–Question-PerScreen Surveys have an Edge Over Multi–Questions-Per-Screen Surveys?
- The Progress Bar: This little tool not only gives respondents a sense of accomplishment and achievement but also ensures that the survey is completed. Every time a question is answered, the bar would fill up, giving your survey a sense of swiftness.
- Demanding Attention: Moving over to a new page is similar to resetting the respondent’s mind. By incorporating one question per page, you’re forcing people to focus on the question. If all your questions are placed on a single page, the respondent would answer while reflecting on the previous questions, which would have a toll on the overall efficiency of the survey. This would eventually lead to survey bias, which doesn’t serve the purpose of conducting a survey.
- Incorporating Survey Logic: By having just one question per page, you can divide the entire questionnaire into multiple segments without letting the respondent know about it. This would make it easier for you to perform assessments based on various parameters and, therefore, serve your customers better in future.
Zonka Feedback specializes in creating impeccable single–question-per-screen tablet–based surveys as well as multiple-questions-per-screen surveys depending on the needs of the business as well as your objectives. You can create a survey that’s engaging as well as is easy to finish – no more worrying about customers leaving your survey midway!
To get in touch with our team, write to us at email@example.com.
How do you build on brand loyalty and brand trust? Businesses would answer as customer engagement and customer satisfaction as being the two building blocks to bringing in more sales. For this purpose, companies regularly conduct surveys to understand customer viewpoints. But how do customers know that the surveys actually originate from the company?
For companies, protecting user information and customer details often pose a challenge. Every day, thousands of companies collect sensitive and private information from their customers, employees as well as the general public. It is important that this data is in safe hands. For instance, when taking surveys, respondents share their opinions only when they’re assured that the information they’re giving wouldn’t be misused. Having an ‘Anonymous’ option within your survey may not be a bad idea.
At a time customer loyalty and satisfaction is on focus, most businesses still fail to make the most of these surveys, with a majority of those being unaware of the fact that by customizing your surveys, they can boost your brand image as well.
White labeled surveys – In a nutshell
A white label form is a survey questionnaire that has been customized according to your brand. Instead of highlighting a third-party company, these surveys emphasize on your brand and ensure authenticity. In other words, white label surveys show that a survey form belongs exclusively to a particular brand, thereby leaving absolutely no scope of confusion.
This allows you to customize your survey forms so that they’re in accordance with the guidelines laid down by your organization. Thanks to the inception of third–party feedback management systems, getting a survey white labeled is longer an uphill task.
Why should your company use branded surveys?
Companies generally opt for a white label survey when they’re looking to save expenses on design and setup. Businesses can register with third-party platforms such as Zonka Feedback that would help them customize the survey with their own branding. Having a branded survey helps companies stand out and also assists in reinforcing communication with their customers. Here are some of the advantages of using white labeled surveys:
- It eliminates third-party branding: Why should a different brand represent your survey or feedback form? A survey with your brand on it would certainly impart a sense of confidence among respondents and assure them of its authenticity.
- Boosts response rates: Respondents are more likely to register their feedback when they can identify your brand.
- Integrates with your corporate identity: Your guidelines pertaining to branding aren’t compromised as you’re in charge of the survey questionnaire and the entire form.
- Maintains brand consistency: Aids in stronger communication between users and surveyors. It helps to avoid confusion that is a result of brand ambiguity.
- Simplifies survey design: White label surveys are known to give businesses complete control of their survey form. They can add or remove elements in order to enhance their brand’s identity.
When should you use white labeled surveys?
While branded surveys are very important, there are certain cases where their significance increases manifold. Let’s have a glance at a few scenarios where White label surveys can be put into implementation:
- To conduct surveys and do market research: A branded survey can come in handy when you wish to do market research, conduct surveys and enable your market research, customer experience and other teams.
- When you wish to increase response rates: This would certainly act as an impeccable platform that would help in enhancing brand awareness and boosting response rates.
- Collecting genuine data: The chances of a respondent giving genuine feedback would certainly be more if he is able to recognize your brand.
- Make data – driven decisions: When you’re new in the highly competitive market and are looking to drive sales by performing adequate market research, surveys, especially white-labelled surveys, can be very useful.
How to get your survey white labeled?
Zonka Feedback offers fully white-labeled surveys and custom branding. If you’re registered with us, you can create surveys with your logo, company branding, color schemes, typography and much more. To know more, you can write to us at firstname.lastname@example.org.
As your company is crafting the perfect survey to gather customer opinions, there are some essential tips you should think about when making mandatory questions. While yes, you want as much information about the client’s experience as possible, there is significant evidence to prove that it works in a negative way. Mandatory questions work only a handful of times and are not recommended in any survey. We have the top three reasons outlined in this handy guide.
Reduction in Responses
Customers are usually busy and do not want to spend more than a few minutes completing a survey about their experience. It is important to note that if you have mandatory questions, you are significantly impacting the amount of responses you will get. Instead of making your open-ended questions mandatory, leave them optional. If people want to give an answer, they will, and it will be accurate not fluff given to fulfill the requirements.
Mandatory is Disrespectful
Your customer has already given you their patronage, why shackle them to a ten-minute survey full of necessary questions? People who agree to these surveys are doing it because they have an opinion on the matter as it is, they will answer the questions anyways. For those who are not looking to answer each question, sometimes it may not even be relevant.
You Get Fluff Data
One of the main drawbacks of mandatory questions, the reason most companies have abandoned them altogether, is because of fluffy data. Fluffy data is inconclusive, it wastes your time and most of all, and it makes responding to customer feedback extremely difficult. Most customers willingly respond to questions and they do so because they’re strongly, or at least in mediocrity, opinionated about it. Forcing them to answer a question that they may not otherwise be interested in answering is likely to give you junk data since you don’t know if it was forced or if it is true. Why skew your own numbers?
Now that you know the top contenders that are impacting your survey performance, how are you able to fix it? Simple, leave your questions opened ended and use multiple choice as much as possible. Remember, the more simple your survey is, the more concrete your data can be!
There is an age-old question, “When is the best time to collect feedback from my customers”, finally, the answer has been nailed down. The absolute best time to gather feedback is right now. Feedback is vital to your business, and it is important to get that information as soon as the customer has engaged with your company to get the most valuable feedback. The main reasons you need to be proactive about getting clients to complete a feedback survey are outlined for you below.
Keep the Brand Fresh
Companies need to be collecting feedback as soon as possible for the sole reason of the customer may be busy and could confuse their visit with your business and another. Being able to recall an event with clarity, a customer service agent, or even an employee all play a part in getting a score that allows you to improve. If you wait several weeks before sending out a survey, your client may have very well forgotten all about their visit with you!
Ask For It When It Matters
While knowing about a customer’s experience is important, for most data, you want to be able to hone in on one aspect. It is important to remember that not every moment of the experience needs to be inquired about. Instead, you may ask about their visit on that day if they tried a particular product or the similar. Narrow your scope for more conclusive data.
Catch Them While They Are There
Most often, customers will neglect to leave feedback just because it takes more time out of their day. Instead, if you approach the issue by simply asking your clients their current thoughts, through prompts or small pop-up surveys, you can quickly address issues before you negatively impact your customer satisfaction. For instance, in restaurants, hand over feedback capture tools to customers while they wait for their bill to be processed; in hotels, while they’re checking out; in spas, after their spa experience is over and they’re enjoying a cup of tea in your lounge.
Collect Feedback Every Time, from Every One
When you are collecting feedback, you cannot be selective about who you collect it from and when. In order to get conclusive feedback, you must attempt to gather feedback from each and every customer you engage with, no matter the platform. Also, make sure that all of your surveys are consistent with each other. Not only will this make processing the data much easier, you will have a much clearer view of where your company is excelling, and where it could use some work.
Overall, collecting feedback is one of the single most important actions a business can take. The worst feedback you can get is no feedback at all, and customer will typically want to share their experiences with you. When it comes to taking your business to the next level, be sure to collect feedback each and every time you engage with your clients.