When crafted with care, surveys can strengthen your relationship with customers and provide a reality check on how customers perceive your company. Follow these nine steps to create customer surveys that provide the insight you need to run your business better.
- Identify three goals you want from the survey—before writing questions. Every question should align with those goals.
- Keep surveys short, between five and 10 questions. If the question doesn’t produce an answer that meets your survey goals, cut it.
- Write both closed and open-ended questions. With the closed questions, keep the rating scales consistent to avoid confusion.
- Be as specific as possible and edit multiple times to ensure questions and answer options are clear. Let someone outside your group review and provide feedback.
- Test survey questions with a sample group to see if the questions provide the feedback you want.
- Include an incentive. Offering a gift card, a prize drawing or a discount can increases response rates 5 percent to 20 percent.
- Look for low-cost online tools to help you create your survey and track customer responses.
- Create a personalized thank-you page for customers who complete the survey.
- Time the survey to appear soon after an interaction with customers, such as a conference, sales meeting or road show. Your company will be top of mind for customers due to that recent interaction, and they will be more likely to respond.
Give your customers a voice with customer satisfaction surveys. You don’t know what they’re thinking about your business until you ask them.