Surveys are an invaluable tool when it comes to gaining inside information on what your customers really want. However when it comes to maximising the effectiveness of your content a strategic approach is always worthwhile. If you want to ensure that every question you ask hits the mark, read on for our top tips on how to draft hard hitting customer surveys that generate meaningful data.
As a general rule of thumb, the KISS principle should apply to all questions. The acronym stands for ‘Keep It Short, Stupid!’ and essentially rules that all questions should be asked in the shortest and simplest way possible, without losing their intent.
While ‘yes/no’, multiple choice and scale rating questions are the easiest to answer, surveys should also be peppered with open ended queries that give customers an opportunity to spill their thoughts on various different subjects. A good strategy to encourage customers to open up is to start with a simple scale rating question, then follow up with an open ended “why do you feel this way?”
It can be tempting to squeeze multiple questions into one line but ultimately, this just confuses and frustrates respondents. Instead, stick to one at a time and elaborate in a separate or sub question if necessary.
If you’re using rating scales make sure they remain consistent throughout the survey. This will create a streamlined experience and ensure that answers are accurate and free from confusion.
It can be extremely difficult to convince customers to take the time to fill out a survey. Entice them in by offering bonuses such as discounts, credits or giveaways. Even the smallest of incentives can generate impressive participation rates.
Once you’ve gathered your data the next step is to process it into meaningful information. This is often the most tedious and time consuming element of customer surveys. Make the process easy by utilising survey scanning data capture technology that sifts through results and processes them into useable data in a fraction of the time it would take a human to complete the same task.
Ready to make the most out of your customer surveys? Head to Pearl Scan today for quotes on professional survey scanning tools that will turn your results into expedient information that you can use to grow, expand and enhance your business.