Five Tips for Creating Successful Customer Surveys

Using customer surveys can garner valuable insight into the performance of your business on many levels. But in order to do so effectively, you need to ask consumers the right questions — and make them want to complete the survey.

1. Ask tough questions

What good is a customer survey if you don’t want honest answers? Don’t be afraid of criticism from your customers — it’s a golden opportunity to fix issues before they founded your business.

Ask questions that might receive tough answers, such as:

  • What improvements can we make?
  • Is our sales staff professional, friendly and knowledgeable about our products and services?
  • Is there anything you don’t like about our business?
  • How can we improve?

2. Avoid ratings and yes-or-no answers

Using a number-rating system or including questions with yes-or-no answers is okay, provided you also ask for accompanying explanations. Without that background info, you have little insight into why the customer feels the way they do, giving you no idea how to fix problematic issues.

3. Give customers a reason to take the survey

Consumers often see surveys as a bother, and often only use them when they are upset and need to vent or complain. You can improve your survey yield by offering customers an incentive for filling surveys out. Incentives can include a chance to win a gift card, a discount on a future purchase, or a free product sample.

4. Formulate a system for measuring results

Gathering data from surveys can be more time-consuming when you are receiving in-depth explanations rather than numbers and yes-or-no answers. However, the information is more critically valuable, making the additional time required a good investment. Group positive and negative comments and data into categories to help you see where you are doing well and where you need to improve.

5. Follow up with consumers

A great customer survey doesn’t end when you’ve gotten the results — some results require follow-up. If you’ve gotten contact information, you can follow up with consumers who have had great experiences to thank them for their loyalty, as well as customers who have had negative experiences so that you can personally try to appease them and retain their business.

Remember, the customer survey is your tool for measuring future success. Use it wisely and take it seriously, and you’ll learn how to achieve continuing sales growth and improve customer loyalty.

(Via Blog)