Customer Insights Unleashed: 6 Tips for a Stellar Survey Campaign

The saying ‘The customer is God’ still holds true today and in the future. To sell products, services, and boost sales, businesses must cater to their ‘God.’ This is why customer satisfaction is crucial. But how can we measure and evaluate satisfaction? Of course, surveys are a common method. However, surveys are a service, and without knowing how to provide it to customers, achieving the highest efficiency can be challenging. Here are 6 tips for a successful customer survey.

Steps for conducting an online customer survey:

1. Preliminary Research:

Today’s online survey software makes it easy to create numerous surveys quickly. Despite this efficiency, preliminary research is essential for a better understanding. Questions to consider include:

• What information do you need from your survey?
• Do you have a plan or intention for that information?

Different goals require different types of customer data. For instance, information collected before launching a new website differs from data collected before adding a feature to an existing one.

2. Define the Survey Objectives:

Nearly all online survey software allows you to input an email list. How do you determine the target audience from that list? Choose a specific group:

• Current customers
• Potential customers Prospects for potential sales

Customize your online survey for each target group. For example, when surveying college students, the tone and language will differ from a survey for high-level business executives.

3. Write Simple Questions:

Regardless of your goal, use simple language in all your online survey questions. Most participants won’t spend time reading a question more than once.

• Multiple-choice questions: Ensure each option is distinct.
• Two-part questions: These often query two different data points and can distract and confuse participants. It’s best to split them into two simpler questions.

4. Prioritize Question Sequence:

How do you prioritize your question list? Two common approaches are:

• Random question order: Questions appear in a different sequence for each participant.
• Ordered list: Questions appear in the same order for all participants.

For better survey control, choose a static order. Also, categorize survey questions, with the most personal experience questions being the most engaging.

5. Formatting:

Most online survey software provides advanced features to customize survey layout logically and attractively. Ensure you create enough spacing between questions. If possible, use survey software that supports presenting each question separately, making it easier for users to navigate a long list of questions.

6. Review Your Survey:

Before sending it out, thoroughly review your survey. Check for spelling and grammar errors. More importantly, answer each question yourself and evaluate:

• Are any questions unclear?
• Are there questions that might make readers uncomfortable?
• Are the questions logically ordered from general to specific?

After editing based on this feedback, proceed with the survey for your target groups.

Tips for a Successful Customer Survey Campaign:

1. Integrate Branding into the Survey:

Consumers are skeptical of products with unclear origins. Similarly, they may be skeptical of a survey invitation without clear organizers. Confirm your brand in the survey form to instill trust and ensure respondents believe their information is being used for legitimate purposes.

Also, when customers know who you are, they are more likely to provide detailed and authentic responses.

2. Keep the Survey Process Simple:

Online customers may not have the patience for cumbersome or confusing surveys. They might abandon the survey if it seems time-consuming. Keep the survey participant-friendly, especially on mobile devices, and avoid excessive navigation links, as they can be overwhelming.

3. Limit the Length of the Survey:

Design a survey that users can complete with just one or two scrolls and a maximum of 10 questions. A lengthy survey can inconvenience mobile users. Too many questions also lead to lower response rates, as users may lose interest.

Usually, questions with pre-existing answers or rating scales receive better responses because they are simpler and more straightforward. Limit open-ended questions, ideally having just one at the end of the survey.

4. Communicate the Survey’s Purpose:

As mentioned earlier, customers are generally suspicious of survey invitations. Clearly state the purpose of the survey. For example, ‘We hope you fill out this survey to improve and provide you with better service’ or ‘Your opinions will contribute to the creation of new products soon to be released.’

When customers understand that their participation benefits them, they are more likely to respond with detailed and authentic answers.

5. Personalize the Survey:

Many believe that anonymous surveys are more accepted. While this holds true for sensitive or personal matters, most opinion or satisfaction surveys benefit from clarity on the customer’s identity.

Imagine being a customer – would you be interested in providing detailed responses if your opinion seems to align with billions of anonymous others? Probably not. If customers receive an email or letter with their name and a request to fill out a survey, they are more likely to respond with detailed and authentic feedback.

6. Conduct Regular Surveys:

If you’re surveying to gather satisfaction levels, needs, and habits, conducting surveys regularly, whether monthly, quarterly, or annually, is crucial. These factors change over time, influenced by various factors, so conducting multiple surveys helps in synthesis and tracking.

Regular surveys also show that you care about customer perceptions and thoughts, enhancing overall customer satisfaction. Remember to adjust the question set according to each time frame, avoiding repetition or overly standardized questions that may become tedious.

Cre: Sapo