Today, digital technology has made it easy to connect with customers. Social media, data warehouse, and web analytics are data collection method to gauge business performance, but survey still remains a popular way for data collection.
A survey allows businesses to gather valuable insights within a short period. Survey results exhibited on charts and sheets are easy to decode. They inform whether there is a need for customer strategy shift on a large scale.
Strategies to create a good survey
How to write surveys that are hopeless and kill the purpose is a challenging task. Fortunately, OvationMR programmers know how to build complex surveys that look easy for respondents.
Determine the survey purpose
The purpose of the survey has to be concise and direct. It needs to measure a specific aspect of the customer’s journey. You can build a survey suite, where each one measures different purposes. For example, a banking survey to learn if their account holders are happy with the e-services offered.
Fix the right survey size
Good surveys are not all-encompassing but within the transactions, customers do with you. The limit of the survey is under 10 questions or to 3 pages. If the survey is more in-depth then break it into multiple surveys.
Obtain honest feedback from a trusted client or someone within the organization. Ask him/her a simple question – ‘was the survey frustrating?’ For example, you can offer a smiley and sad icon as well as add ‘Why’ but make this optional.
Consider the customer’s aim in the situation. When they contact your business, what was the customer trying to achieve. For example, they were connecting with the help desk to ask about a specific misunderstanding. They communicated to resolve their issue.
Ask them why they needed help and are they satisfied with the provided solution. Instead of asking ‘why you came here today?’- suggest like ‘you came to resolve a problem, is it right?’ and allow them to convey the correct reason.
Focus on customer’s viewpoint
Several surveys are indirectly created for an internal research or enhancement initiative or a policing effort. So, ensure that your survey does not reflect the internal challenges or needs of the company. It needs to be customer-centric and written from their viewpoint.
You must even gain internally useful data but designed in a way that concentrates on customer results. For example, a question like ‘we are investing in customer experience, did you feel the difference?’ It is a bad survey question and will bring biased responses.
Exhibit brand positivity
Everything from text, grammar, visual design, and flow associated with the survey questions must make a customer feel better, after the survey.
Wait for the right moments
Never push a survey after every transaction. Loyal clients will receive them often and feel frustrated. For example, send e-service survey questions once a year to account holders with a minimum of one e-service.
Surveys must never seem like robots, so use conversational language. Never use industrial or legal jargon. Never force into weird rating scale.
Use the data
Use the consistent response data to improve your products or services. Research is challenging but a hallmark of designing a better customer experience program.
Create a survey that people enjoy taking! Gain actionable data that gives an insight into the target customer experience!