How To Create An Effective Survey
1 July 2020
6 mins read
The most crucial aspect of running a business is ensuring that your product or services are meeting and satisfying the needs of your customers, and you have one of two options to be able to discover this. It’s either you engage in guesswork, or you ask them.
Brands that prioritize customer success and satisfaction grow, and increase revenue because they are keen on understanding what their customers need, what they would like to see improve, how they perceive the brand, etc. Customer surveys are one of the most effective ways to do so. Access to this data provides you with insights to take action and get proactive about solving the problems customers experience.
The result of a survey conducted by Hubspot in 2017 revealed that growing companies are 21% more likely to agree that their customer’s success is significant compared to stagnant or declining companies.
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Surveys are an invaluable way to understand your customers’ needs and wants, and they also help to shed light on many ways your brand can always stay relevant to them.
Designing a survey and sending it out is easy, but getting people to fill them can be a bit of a hassle. With careful planning and these easy tips we will share with you, you can be sure to get high response rates and valuable feedback from your customers.
Define your goal:
Asking the right questions in a customer survey is key to getting the information that you will need to make informed decisions. You must, first of all, define the goal or purpose of the survey to be able to focus on crafting relevant questions. For instance, if your goal is to understand your customers’ experience with your latest product, there’s no need digging deep into customer support service questions.
By keeping your survey focused, you will be able to get the best responses that will improve your overall business strategy. Remember, respondents will only give you little of their time, so make the best out of it by having the overall goal in mind and keeping your questions centred around it.
Know your target audience:
A common challenge when conducting surveys is identifying the right target audience. Knowing your target audience will help you effectively tailor your survey efforts towards them by identifying where they are and how best to reach them.
Based on data, determine if your mobile or web app, your website, SMS, email, or a form when they physically walk into your store is your best bet. For example, if you want to understand why customers still prefer to walk into your store rather than use your mobile app, conducting your survey on the mobile app will not be the smartest thing to do.
Targeting your customers at the place where they can be found will make all the difference by providing you with useful insights and avoiding time-wasting.
Explain the purpose of the survey:
If you are not sure what the use of a study is, you are most likely not to partake in it. To get respondents to take your survey, make sure you explain why you are doing it and also why their participation is essential. For example, will the investigation ultimately result in a better service for them? This will give them more enthusiasm to partake in it.
Another critical factor in getting responses from customers is to make sure they understand that you are going to act on the feedback they give. When they begin to notice the changes, it will engender goodwill for your brand.
Keep it short and simple:
45% of people are not willing to spend more than 5 minutes filling out a survey, so keep it as short and concise as possible. When a survey is too long, respondents begin to experience survey fatigue and abandon it mid-way. If you can get their attention during the first 8 seconds, ensure to wrap it up under 4 minutes.
The figure above shows the average completion rate of surveys based on the number of questions. To get between 85% and 60% survey completion, the recommended amount of items to have is from 1 to 8.
You can also keep your survey simple by using clear and simple words to reduce misunderstanding questions. Avoid using complex terms, acronyms, and jargon. The problem with this is that it makes it difficult for people who don’t know them to provide reliable answers.
Avoid too many open-ended questions:
Customers always want easy and convenient ways to provide their feedback and closed-ended questions are easier to complete.
If the survey is going to take more than 10 minutes, make use of rating scales, yes/no options, or multiple-choice questions. However, it is possible to miss out on useful information if all items are close-ended. So, the right mix of both open-ended and closed-ended questions is the best approach.
Surveys are a great way to develop deeper connections with your customers as your business grows. When the feedback they provide is appropriately analyzed, you can improve your product or service, and the overall customer experience — leading to higher revenue and more loyal customers.
The added advantage of utilizing the right survey tool:
One of the reasons why customers don’t provide feedback is because either the process or the platform is not convenient for them. Whatever the goal of a survey is, using the right tools will further aid the process of improving your response rates.
When deciding on the tools to use, factors such as how robust they are to meet your survey needs - what question formats are available, what sample size they accommodate, what analytics are provided - and the user experience respondents get from it should be considered.
DataBeaver helps customer-centric organizations conduct surveys to improve their business operations seamlessly. It enables you to create easily customizable forms that capture a wide range of data types – text, numerical, or geographical – online or offline.
Data, as we know, holds the answer to what any business needs to achieve almost all their profitability goals. Without practical analysis, data is powerless, and without useful review, insights cannot be drawn. It pays to have a data collection tool that will help you to simplify the data collection process and also contextualize your findings.
Create your survey today on Databeaver.