Embracing direct feedback from your customers can help you learn a lot about what your company is doing right and what you might improve upon to be more successful. Online customer surveys are one way to gather insight.
Like any method of customer research, their usefulness depends on how well they’re planned and executed. And one of the most important components of planning a survey is crafting the questions it will include.
Tips for Creating Effective Customer Survey Questions
Know What You Want to Accomplish.
Developing a survey that gives you helpful answers starts with knowing what you want to learn. Do you want to get insights into how you might improve the overall experience your customers have? Do you want to focus on product enhancements that would better satisfy your customers’ needs? Or do you want to find out if your customer support services are meeting customers’ expectations?
As you begin to prepare your survey, consider your end goal and eliminate any questions that don’t align with it.
Avoid Tipping the Scales.
If you include too many questions that invite yes/no answers, require rating something on a scale, or give multiple choices, you might unintentionally constrain customers’ input or lead them to answer in a certain way. Consider including some open-ended questions to give customers the freedom to share their thoughts, in their own words.
Be careful not to overwhelm your respondents by making your survey too labor intensive. Consider presenting brief questions first, and then provide the opportunity for customers to offer additional information in a free-form field at the end of your survey. Another approach is to ask simple questions and then follow each with an open-ended question such as “Why do you feel this way?” or “If yes, why?” or “Why or why not?” etc.
Use Plain Language.
Only use industry jargon and technical terms in your questions if you’re certain your survey takers will understand them. If your customers are confused about what you’re asking, they might answer inaccurately, skip questions, or quit the survey before completing it.
Keep It Short and Sweet.
Respect your customers’ time by keeping overall survey length short. According to an analysis by SurveyMonkey, the more questions a survey has, the less time respondents will spend on each question. Shorter surveys (between 5 to 10 questions) may help ensure that your respondents give adequate attention to answering all of your questions.
Customer Satisfaction – Important, Without Question
Regardless of the online platform you use to implement your surveys, creating effective questions is a must if you want to make your survey a successful discovery tool.
If you need guidance as you plan your customer research strategies, contact Kitsap SCORE to talk with a small business mentor. Visit the kitsapscore.org website to find a mentor near you. Fill out a mentoring request and meet with someone in Kitsap County who would like to help you.