Using Customer Feedback Surveys, Part 2

By | April 2, 2016
Welcome to part 2 of the tips list for creating a great customer
feedback survey.  In the first half, we covered some of the basic
principles of creating an effective customer feedback survey like having
a clear purpose and working to avoid creating biased responses, but now
we're going to dig a little deeper.

Advanced Tip #1)  Avoid agree or disagree type questions When surveys
give a statement and then ask respondents whether they agree or disagree
with it, they may intentionally be biasing their responses.  According
to Harvard University's own guidelines for sharing surveys, these
questions often result in a bias toward more people choosing 'agree'
than actually would rate themselves as being aligned with the statement.

Advanced Tip #2)  Keep your survey to 10 questions, max When people
bother to give you the time it takes to fill out your customer survey,
you should appreciate that decision, not disrespect it by keeping them
on the hook for longer than necessary.  Plus, keeping your survey short
is actually to your benefit as well. Research has shown that the longer
a survey gets, the less time people spend on each question, because they
get frustrated with the survey dragging on and speed up their responses
on the later questions.  It's best to keep things more manageable and
get to the point quickly both for your sake and for that of your

Advanced Tip #3)  Use question logic In the survey industry, question
logic refers to the ability of a survey software to change which
questions a respondent gets asked depending on how they've answered
something previously. For example, if a customer answers that they have
never purchased a teddy bear from your store, it makes little sense to
ask them followup questions about the quality of the bear they
purchased.  Question logic lets you have the people who tell you they've
never purchased a teddy bear skip right over the questions that pertain
to that product. This can help you keep your questions as relevant as
possible, which will also increase the chances that your respondents
stick around.

Advanced Tip #4)  Limit your use of open-ended questions.  When it comes
right down to it, it's great to offer your respondents open-ended text
fields that let them give a detailed opinion on a topic.  That said,
relying on these types of questions too much over more quantitative,
measurable rating scales, etc. can make it hard to get data that's easy
to pick apart. Being able to tie comments and explicit suggestions to
your business is great, but so is the ability to see where average highs
and lows lie with your customer group as a whole.  It's a good idea to
mix in quantitative and qualitative questions as your survey progresses,
to get a nice balance of information coming in.

Finally, you should be striving to follow-up personally with every
person who bothers responding to your survey.  First, you should thank
them, then you should dig into the specific answers you got and make
sure you understand what actions you should take next to improve - this
applies to those who had both positive and negative input for you!

Looking Forward To Your Success...


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