Workforce Management Simplified

10 Tips for Creating Better Customer Surveys

Brand It● If your customers don’t know that it’s a survey from you immediately, it’s going

into the trash can before it’s even opened. With so much spam email these

days, everyone is suspicious when something that is not branded arrives in

their inbox.

● Make sure that you brand it so that it’s clear that your company is sending the

survey. You can get creative with the design, but using your signature colors

and logos is a must.

● Sometimes people do respond to surveys that are not clearly branded, but

there’s a big difference in such an instance. They’ll respond to a branded

survey as if they are talking to someone they know, while they’ll respond to

unbranded ones as if they are talking to a stranger.

Keep It Short● You know how short our collective attention spans are these days, right? This

is especially true on the Internet. If your survey is too long, people are going to

lose interest halfway through.

● Ten questions should be the absolute maximum. If you have a lot of questions

on your mind, don’t send them all out in one survey – break them up logically

and send them out over a period of time with several different surveys.

Don’t Beat Around the Bush● For the best success rate, your questions need to be very specific. You need

to make it easy for the customer to understand what you are asking them and

what type of answer you want them to give you.

● This is easier to do when you are providing multiple choice questions, but very

difficult when you are posing open-ended ones. And questions that are open-

ended tend to give you the best and most personalized responses, so throwing

them out of the equation completely is definitely not advised.

● Also, before the survey even starts, you should write an introduction explain to

your customers what the survey is about and why you are asking the questions

you are asking.

Ask One Question at a Time● Avoid questions with multiple points at all costs. You need to keep your

questions focused and singular. If you’re asking several questions at once, the

customer feels as if he or she is talking to someone who won’t let them finish a

sentence.

● Give the customer time to think about one question so that he or she can

answer it completely and thoroughly. Asking too many questions at once

almost guarantees that you are going to get half-baked answers.

Make the Most of Open-Ended Questions● Sure, asking multiple choice and “scale” questions is much easier, but open-

ended questions give you more in-depth answers. This is where most of your

most insightful feedback will come from – if you do it correctly.

● If you are going to include open-ended questions, it’s best that you save them

for the end. You should ease your customer in with the “simple” questions first.

● Another good idea is to combine a multiple choice question with an open-

ended one. This is not the same as asking several questions at once, which

we already told you not to do.

● For example, you can ask a question that is multiple choice and then follow it

up with a question like, “Why do you feel this way?”

● This way, the open-ended question already has some sort of direction given to

it and it acts as most of an elaboration than an additional question.

Keep Ratings Consistent● If you are going to use scales and ratings in your survey, be sure to stick to

one format. Don’t try to get creative and include a number of different rating

systems, it will only end up confusing your customers.

● Whether you scale is rating your services from 1-5, least important to most

important, or strongly disagree to strongly agree, try to stick to one for the

entire survey.

● You can use different rating systems in different surveys to see which ones

work better than others, but don’t throw them all into one survey.

Make Your Design Pop● Sure, the content of your survey is certainly the most important aspect, but the

packaging is important too. You don’t want to send a survey that looks ugly or

boring. Not only do you want to brand it accordingly, you want to make it both

easy to navigate and a pleasure to look at as well.

● However, it’s important not to overdo it with the design. Make sure that the

questions are easy to follow, the fonts are easy to decipher, and that the

design is not taking any attention off of the questions at hand.

Make It Easily Adaptable● In order to create the perfect customer survey, you are going to have to test a

few out. Most never get it exactly right on the first try, and that’s completely

understandable.

● That’s why it’s important to make your surveys easily adaptable so that you

can make changes periodically and send them out again. Think of it just like

A/B testing for your website’s pages.

● Send surveys out every month or so with slight changes and keep records of

the results so that you can identify what works and what doesn’t.

Offer Rewards● The easiest way to increase your response rates is by offering incentives.

While many believe that offering rewards could decrease the quality of the

responses, most studies have shown the opposite.

● Customers will usually give better responses if there is something in it for

them. You can offer account credit or discounts for filling out a survey. Or you

can do giveaways and lotteries for people who fill out the questionnaires.

● Don’t be afraid to get creative.