Better customer experience will give you better results, so connecting with our customers every step of the way is integral to growth. I’m sure we can agree that when it comes to building a connection, surveys aren’t the first thing that may come to mind! However, when done right, they play an essential part of the customer experience cycle.
Designing a survey can be a difficult task. Yes, anyone can write one; but not many can write one well enough to get a response rate that would be of benefit. Writing and executing a survey that isn’t well thought out can be detrimental: it can upset your customers, it can break the relationship you’ve already established, and it can break down your reputation. Below are integral steps to create a better survey:
1. Do Your Research
Do some research on your customers first and answer a couple of important questions about them. Once you can answer the below questions, you are ready to begin writing your survey:
2. Maintain Consistency and Clarity
When your customers read or hear your survey there should be no room for interpretation. Being as clear and specific as possible will allow your customers to be specific with you. If your scales or ratings are inconsistent, it may frustrate and/or confuse your participant (try to keep scales small). If you leave customers room for interpretation, they won’t be able to provide answers that fit the objective of your survey. If you don’t know if it’s simple enough, test out the survey with someone who knows little to nothing about your company. Did they understand?
3. Give Customers an Incentive
We’ve all seen how many companies offer “a chance to win” incentive. Offer them to be on your website, or give them a gift card, can you afford to give them a % off their next payment? Even 5%? Another option is to send out incentive A to one segment and incentive B to another segment, and you can test out which segment responded better to their incentive.
4. Follow Up
Don’t let them forget about you!
No survey is perfect, and you can’t always catch everyone’s responses. But the better your survey, the more responses you get, the better the feedback, the better the relationship, and of course the better the results! It is a win for everybody. Contact us today to learn more about our automated voice surveys!
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