INTRODUCTION TO CUSTOMER SURVEYS

how to get effective feedback

WHAT ARE WE TALKING ABOUT?

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WHY DO WE CARE?

● Measure satisfaction (or dissatisfaction)● Determine critical needs● Offer opportunity to provide feedback● Develop more personal relationships

HOW CAN WE SURVEY?

● Face-to-Face● Telephone● Direct Mail● Banner Ads● Email*

* - Watch Spam laws

ONLINE TOOLS

STUFF TO KEEP IN MIND12 tips for successful surveys

SINGLE-MINDED OBJECTIVE

● Only the feedback you really need● Narrow down to focus on root of the issue● Avoid “just one more question” syndrome● Plan before creating your questions

KEEP IT SHORT

● Shoot for < 5 mins● No longer than 10 mins● Avoid questions > 10

answer options● Use short & simple

words● Avoid technical jargon

KEEP IT EASY TO MEASURE

● Assign point values to each answer● Ask closed-ended questions

GoodWhich of our services do you use?1. Massage2. Hair Stylist3. Nails

BadWhat do you like about our salon?

NO COMPOUND QUESTIONS

● One answer per question

● Provide “Other”, “Prefer Not to Answer”, or “Not Applicable” options where applicable

GoodDo you like pizza?Do you like ice cream?

BadDo you like pizza and ice cream?

DON’T ADD BIAS

● Don’t lead answers in a particular direction● Avoid extremes

How likely are you of referring our business to your friends?

Good1. Not very2. Extremely

Bad1. Always2. Never

AVOID REQUIRED QUESTIONS

● May decrease response rate● Only ask what is absolutely needed for a

business decision● Keep it “painless”

QUESTION ORDER IS CRITICAL

● Start easy progress to greater complexity● Question #1 and #2 should engage the

respondent● Keep early questions easy and interesting● Early questions set the flow● Profile or demographic questions go at the

end

GROUP RELATED QUESTIONS

● Set questions in a logical flow● Break up related question groups into

multiple pages● Include descriptions to introduce each

group of questions

TEST, TEST, TEST

● Send draft of survey to a 2 or 3 trusted people for feedback

● Ask them to time completion time● Ask for feedback on the overall flow● Verify answer format provides useful data

SET EXPECTATIONS UP FRONT

● Always explain why you’re asking the questions

● Provide an estimated completion time● Explain what you’ll be doing with the

response● Focus on the reader (use “you”)

TARGET THE RIGHT PEOPLE

● Know your target audience● Send it to the segment of your audience

that cares most about question topics

SHARE RESULTS & ACTIONS

● Notify respondents when survey is complete and data has been analyzed

● Let them know what you learned● Let them know what actions you’ll be

taking as a result● This helps validate your relationship with

them● Also conveys their opinions make a

difference

QUESTIONS?chris@chrismohritz.com

REF: http://goo.gl/rkjiul