Your customers’ feedback improves your business. We’re all convinced by that, right? But how do you start? How do you create a survey that’s both appealing and practical? One that’s cost-effective and worthwhile? Here are 5 practical advices to create the survey you need.
1. Target all customers
Some say you should only focus on loyal customers. In our opinion, that’s rubbish advice. Because then you get biased results. You can argue that loyal customers have more experience in interacting with your company. But all clients start as inexperienced ones. So why would the opinion of new clients be less interesting?
2. Keep it simple
Your customers don’t want to fill out a 6-page form, packed with difficult questions and open endings. Nor will you want to handle that kind of survey. It’s essential to design your survey to be as easy to take as possible. So, keep it short, use simple language, and get to the point. Create multiple-choice questions, or offer a scale that ranks from 1 to 5. People are more likely to complete a brief, and easy to fill, survey. And you will also be able to analyse results more efficiently.
3. Tell your customers what’s in it for them
Your customers may not be inclined to take part of your survey, if they don’t know what they get from it. An incentive generates a high participation rate, but it represents an investment. In our experience, the most effective way of engaging customers is to be genuine and honest about the importance of their feedback, and to explain how the process can lead to actual improvements.
4. Offer multiple channels
Give your customers a choice. Do they want to be contacted by e-mail? Contact them via e-mail. Do they prefer to be called? Use an Interactive Voice survey to automatically contact them via telephone. Or do they want to take part in the most time-effective way? Then use SMS as an easy and quick tool for conducting your research.
5. Strike while the iron is hot
Are you conducting a survey about the quality of your customer service department? Then contact your customers as soon as they hang up. The fastest way to make this happen is an Interactive Voice survey, allowing customers to be transferred to your survey, only a few seconds after their interaction with your company.
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