One of the most frequent ways to collect customer feedback is to listen during one-on-one sessions with customers, which is an outdated method. To stay on the positive side, online customer satisfaction surveys provide an opportunity to poll clients with the scale on questions that might otherwise go neglected or ignored. Sounds fun, right?
Here’s some fast advice: Client satisfaction surveys are only helpful if you ask the right questions, in the best way, at the perfect time without unnecessary delays. That’s why creating and launching an effective and valuable customer satisfaction survey is not an easy task.
Now, we’ll go over some established methods to turn your surveys into a reliable stream of insightful customer feedback.
Why Customer Satisfaction Surveys?
Let’s first talk about why customer satisfaction surveys matter for every business today.
Customer satisfaction is one of the few tactics brands can still pull to isolate themselves in crowded and competitive markets. Today, the brand with the stellar customer experience usually wins. The reason why is because high levels of customer satisfaction are strong indicators of client and customer retention and loyalty.
Let’s not mention; evil customer satisfaction can actively harm your brand in the long run. For example, the average American consumer will tell 16 other people about bad customer experiences. It takes brands an average of about 12 positive experiences to compensate for one unresolved negative experience. Interesting right?
1. Keep Your Surveys Short
Whether online or offline, the primary purpose of every survey is to be clear and concise by finding the shortest way to ask a question without elaborating too much. It’s not just about cutting the character count – you also need to remove unnecessary phrasing from your questions.
When picking an ideal online form builder for your survey, it is essential to choose one that helps you compile everything concisely. At the same time, survey length is also crucial for keeping abandonment rates low. Just think about the last time you sat around and answered a 20-minute questionnaire. It probably never happened.
2. Ask One Question at a Time
We’ve all been struck with an extensive series of questions before: “How do you like our site? Would you refer to our product? Why or why not?”
It can start to feel like you’re being questioned by a police officer who won’t allow you to finish your sentence. If you wish for quality responses, you must give people time to think through each question. Bombarding people with multiple queries at once leads to half-hearted answers by respondents who are just searching to get through to the end – if they don’t leave your survey before then. Instead, create things easy by sticking to a single point at a time.
3. Make Use of Yes/No Questions
When phrasing a question with a simple outcome, try to frame the questions with a yes/no option. Multiple studies showed that yes or no queries make for great starter questions because they’re much easier for customers to evaluate and complete, thus increasing the engagement rate.
The response to this question doesn’t require a scale like “valued, not valued,” etc.
A simple yes or no answer is quicker for the customer and should give you all the feedback you need. Additionally, you can follow it with the next question.
4. Offer Survey Respondents a Gift
In most cases, it makes sense to entice customers to answer your survey. A variety of data shows that incentives can boost survey response rates. These incentives can appear in the form of discounts, giveaways, or account credits.
Your incentive should be something your brand can handle financially. Now you may worry that offering survey responders a freebie may affect the quality of responses, but some studies show that it mostly isn’t the case.
Examples of Effective Customer Surveys
Asana knows that business professionals don’t have much time to fulfill lengthy surveys, so they keep it short and sweet.
Another fantastic example is Twitter. They claim to regularly ask users about all ranges of product usage and satisfaction of their products.
Most visitors will not take time to write a comprehensive review of a product or a purchase experience they had. With the following simple and targeted survey, Amazon effectively acquires the feedback it needs to make sure future customers know which size they should buy to be fully satisfied with the purchase.
Customer satisfaction surveys are a potent and essential tool in your brand’s battle if you’re looking to win hearts and loyalty. With the feedback they generate, you can improve your product, service, and overall customer experience – leading to increased revenue and more loyal customers.
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