Using Customer Feedback Surveys, Part 1

By | April 2, 2016
Collecting customer feedback can provide you with invaluable insight
into the customer process.  These are insights that you can assume or
guess out on your own, and can go a long way toward shaping your
business in a way that sets it up to be more successful in the future.
Unfortunately, information on how to gather feedback so that it is
accurate, unbiased, and actionable, that is, leading to actual tangible
steps you can take to improve, is sparse.  Many who go the DIY route
with their customer satisfaction surveys fall into common pitfalls of
question writing and end up with data that doesn't do them a lot of

Tip #1) Know what you want to know Seriously, before you start writing
your customer feedback survey, narrow down what exactly it is you hope
to come out more knowledgeable about.  For example, it's not super
helpful to gauge overall "satisfaction." Instead, think of a specific
question like "What is stopping customers who have items in their cart
but don't proceed to checkout?" or "How can I improve my support options
to make customers happier?" Having a guiding topic like this will help
you make sure you have a consistent purpose through your questions.

Tip #2) Share where your customers are Sometimes, sharing a survey with
your customers or trying to reach them in the wrong place can make it
difficult to get a high response rate.  For example, you could email
your survey out to those on your customer email list, but what if you
embedded the survey right on your website, on crucial pages, as well? Or
if you have a physical store, maybe you setup an ipad with a survey to
catch people as they leave the store instead.  Try to get creative and
reach your customers where they are actually most likely to actually be
and respond.

Tip #3) Keep your brand voice in mind Remember, when you're asking your
customers to give you their feedback, your survey acts as a branch of
communication for your brand.  If the language or phrasing or tone of
your survey seem to deviate too extremely from your brand tone of voice,
it could come off as odd.  Worse yet, customers could assume that you
care so little about their feedback that you've hired someone externally
to do your satisfaction research. Remember, that survey itself is a
brand touchpoint, so treat it as such!

Tip #4) Avoid words and phrases that could push responses toward a
certain bias Too often, surveys word their questions in a way that leads
respondents toward offering up a certain opinion.  While it's nice to
hear that you're doing well or that customers love a certain feature,
it's better to make sure that your feedback is genuine and honest. Avoid
framing questions in any way that hints at something being good or bad
before you ask the respondent for an opinion of it.

In part two, we'll take a look at some more advanced techniques for
guaranteeing your surveys yield actionable results.

Looking Forward To Your Success...


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.