Creating a customer satisfaction survey

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When gathering customer feedback, the ultimate goal is to gather rich, useful data and insights so that you can recognise patterns in strength and areas for improvement. We’ve put together 9 top tips for creating your survey…


  1. Focused: What are your goals from this survey? What kind of data or insights would you ideally like to gain? A bit of planning in advance will help ensure you collect the right answers to meet your objectives.


  1. Short & sweet: Don’t entice people in with a ‘two-minute survey’ if in reality, it’s more like ten. Keep it short and sweet or your customers will abandon it.


  1. Simple questions: Use conversational language, but keep the questions clear and concise. Participants should only have to read the question once to understand it.


  1. Consistency: If you’re going to use a type of rating scale, keep it consistent and obvious throughout. Label your scores if necessary – you don’t want to receive incorrect data due to confusion.


  1. Make it flow: Create your survey in a logical order. Begin with a brief introduction of what the survey is for – use this to motivate your participants. Then move onto broader questions, gathering more specifics.


  1. Test it out: Before you send out your survey, always test it internally. Choose people who you don’t usually work closely with and see if they think it’s intuitive. If they don’t understand it, your customers will more than likely struggle too.


  1. Timing: According to Survey Monkey, the best time to send out an email is Monday, Friday and Sunday due to higher click through rates. Why not try A/B testing too to see what gets your customers clicking.


  1. Resend: Don’t be afraid to resend your survey. Some of your customers may have just missed your initial email, so why not resend to un-opens?


  1. Incentivise: Last of all, but certainly not least, why not encourage responses by adding an incentive such as a prize draw. This is proven to increase responses by 5 to 20%.

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