The Ultimate Customer Feedback Guide

The Ultimate Customer Feedback Guide

Surveys are present everywhere, all around the physical and digital world. Whether you are talking about feedback survey, lead generation survey, research survey, quiz, Net Promoter Score survey, guest satisfaction survey, or any kind of survey, you have a few things to take into account when it comes to creating the survey.

The Customer Feedback Problem

The goal of any kind of survey is to learn something that you didn’t know before.

We see it all the time where the business will “do surveys” but never end up with anything that can actually use.

Make no mistake, this can be both negative or positive but need to be actionable.

They are anything but a definitive solution, but they help you get to know your customers and what they expect from you, which help you provide more meaningful and valuable services.

At Feedier, we have seen very common patterns and struggles many people run into, namely defining the survey, asking the right question, and leveraging the data.

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The Solution For Better Feedback?

So, in order to overcome those hurdles, we put together a guide for creating and maintaining surveys that produce usable and actionable insights, leading to sustainable growth and results.  

Clear feedback is the cornerstone of improvement.

Sir David Brailsford, Team Sky General Manager

We will delve into the major aspects of planning, implementing, sharing, collecting responses and using a feedback strategy.

Collecting feedback is tough - get your feedback guide

We know, it can be scary to deal with all of that for a “simple” survey, but trust us, no shortcut leads to results.

Get the step by step details now on how to create a survey, and how to effectively analyze the results.

This guide walks through proven tips and tricks to create amazing customer feedback programs, based on research, discussion with experts in the fields, and our experience.

We have added templates, in-depth insights and all the step-by-step content you need to create your campaigns to the next level. 

The amazing customer feedback guide by @FeedierApp! 📖 Check it out and grab yours today! 

How To Use This Guide?

This is an extensive guide, containing lot of different parties featuring different things. Feel free to jump between them, and focus on what matters to you. Although there is a logical flow.

Side Note

Most examples and screenshots in this guide are taken from Feedier, the customer feedback application that focuses on user experience and gamification.

We urge you to apply what you’re learning right into Feedier for free. 🖐️

So, what’s on our plate for today?

  • The different steps to collecting feedback
  • Get down to business: the questions
  • Wrap it up
  • How to spread the word and get more feedback?
  • Analyze and leverage the data
  • Common questions

The Different Steps To Collecting Feedback

As for any customer success or marketing operation, you must have a clear vision and understanding of where you’re going with this survey project. 

Define The Goals And Expectations

You first have to start defining the end goal of your campaign. Few examples could be:

  • I want to validate my new features from a segment of active users
  • I want to find out what kind of content are my customers interested in so I can double down on it

Avoid guess-facts, or vague objectives, such as “I want to define my content calendar for the year 2019”.

Avoid guess-facts, or vague objectives, such as “I want to define my content calendar for the year 2019”. Check out the customer feedback guide by @FeedierApp 👉 https://share.feedier.com/guide🏆

The reason behind is simply because fuzzy goals, will, as a matter of fact, entail fuzzy conclusions and non-usable data.

In turn, it will be nearly impossible to use this information to draw any meaningful conclusion.

That’s why we advise you to rely on the following questions:

  • Why are you running it? (context, channel, etc.)
  • What are you expecting from it, or in other words, what do I want to learn?
  • Who is the ideal customer/prospect you want to hear from? Which segment am I going to talk to and is likely to respond?

This is directly related to the goal of your surveys. It’s also directly influenced by it. If you want to improve your buying process, survey brand new buyers (and the people who didn’t buy). If you want to start a loyalty program to improve customer retention, survey frequent buyers. If you want to start a VIP program for top spenders, survey customers who spend a lot of money with you.

As a rule of thumb, in order to ensure your goals are clear, reachable and consistent, we recommend defining SMART objectives for the above questions.

Those are SMART in a way that they are:

  • Specific (simple, sensible, significant)
  • Measurable (meaningful, motivating)
  • Achievable (agreed, attainable)
  • Relevant (reasonable, realistic and resourced, results-based).
  • Time-bound (time-based, time-limited, time/cost limited, timely, time-sensitive)

Once you get answers to the above questions, you can move onto the next step.

Confirm The Feasibility

You have identified and narrowed down the target of your survey, you have to check up on the actual feasibility of it.

  • Will you get enough data to work with?
  • Is the market segment big enough to provide actionable data?
  • What is the potential alternative for your customers if he doesn’t go expected route?

The goal here is to be spot-on, identify the different pitfalls beforehand, and how you can avoid them in order to ensure good results to work with.

It’s a very straightforward step that will lead you to step 3, which channel or customer touchpoint would we use?

Find The Right Channel

We have defined our goals, and expectations from this survey, we have a clear idea of why we are doing it.

But we don’t know much about the way we are going to share this survey and effectively collect feedback.

That’s a fair point…

Let’s start by answering a simple question, yet very important for the future: where are my customers most active?

  • Physical touchpoint
  • Computer
  • Mobile  

Answering this simple question will help me make the shot on the most valuable channel I should double down on.

In other words, you will pick one of the below ways to target your customers:

  • Emails
  • Online (On-site widget, embedded surveys)
  • Phone
  • On-site device
  • In-person

You don’t have to pick one unique method, but you would be better of focusing on one channel that works best for your customers.

In this guide, we are mainly focusing on web-based studies.

You likely feel like we have done anything but actually work on the survey, but you’re mistaking, we have done a hell of a good job at scoping and ensure consistency in our work. We are prepping up and avoiding work down the line.

Find The Right Tool

Shall we use our hands and write down the question on a piece of paper?

Of course no…

We want to find THE perfect, top-notch tool that will help us delight our customers with a survey experience like never before, but also help us pull as many insights as possible out of the studies.

So, we want an easy-to-use, attractive, with the right features and efficient software. We have detailed the things to look out for in a blog post, but you’re obviously here off to a good start with Feedier.

Get Down To Business: The Questions

That’s where the rubber hits the road…

It’s time to actually start creating our questions. In this section, we are going to give you a few general recommendations, examples and questions you can use in many cases. Then, we will look into more industry-specific questions.

Note that, for each question, you must always associate a question type (choices, short/long text, slider, NPS, File upload, etc.), and decide whether the question is required or not. Those choices will largely impact the results and insights you’ll get from the survey.

Overall Question Recommendations

The creation of effective survey questions is essential to accurately measure the opinions of the participants. If the questions are poorly worded, unclear or biased, the responses will be useless, as we mentioned above.

On the other hand, a well-written question will mean the same thing to all respondents, and that’s what we want.

Good questions design leads to good data, ultimately contributing to your success.

According to Andrew Girardin, founder and head of the “English as foreign language Academy”, that’s why having a deep understanding of how linguistics works, more particularly in the context of NLP, can make or break the successful outcome of any survey. The right type and number of questions can help any business benefit far more than getting the right answer.

Find the right number of questions

As a general rule, long questionnaires get less response than short questionnaires.

As discussed later, as a rule of thumb, no more than 5 minutes.

Your survey response rate is directly correlated to survey length or duration, we’ve seen on average a 17% drop in response rate when a survey has more than 12 questions or takes longer than 5 minutes to complete.

One study was made by SurveyMonkey, aggregating survey and completion rate data from surveys deployed between January 2009 and September 2010. 2,000 random surveys with each number of questions (1-50) were included (100,000 surveys in total).

As you can see in the chart below, the relation between the completion rate and the number of questions isn’t linear.

At a specific level, around, 35 questions, the completion rate starts to level off.

Response rate and number of questions per survey
Response rate and number of questions per survey

What that means is that once your respondent is engaged, you are more likely to see your survey completed.

So it all boils down to the objective.

Are you trying to optimize for completion rate or really qualitative data?

If you are trying to optimize for completed survey responses, try to keep your survey short.

By segmenting and using skip logic, you are able to shorten the survey duration, by allowing respondents to navigate only to survey questions relevant to them.

Therefore, it’s fair to say that the length of a questionnaire does not necessarily affect response. More important than length is question content.

A subject is more likely to respond if they are involved and interested in the research topic.

Questions should be meaningful and interesting to the respondent.

Avoid biased questions

You want to ask questions that won’t impact the end result or bias your respondent, like “How well do you think we served your needs?” could do.

A biased question will lead participants in the direction of a particular answer.

Some phrases, particularly adjectives and adverbs, may add bias to questions. Depending on how a question is presented, people can react in different ways (for example, asking a question using the word “loss” versus “gain”).

Remain neutral regardless of topic and watch for wording that skews positive or negative.

One example of a biased question…

Biased survey question

But on the other hand, by asking something like the following, I could completely unbiased the question.

The Ultimate Customer Feedback Guide 1
Unbiased question

Avoid yes/no questions

It doesn’t give you an actionable data, we don’t have any context or specificity. It’s a way to segment or to get a clear answer, but we’d rather avoid them and let your customers express their thoughts.

These dichotomous questions present only two options and are clearly distinct.  

That said, when using skip logic, these responses can often appropriate.

So, when possible, try to format the dichotomous question into a scaled question, that measure things like attitudes or frequency, it’ll yield more information-rich results.

Ask open-ended question

An open-ended question is one that asks your respondents to make a comment. This could be one sentence or five, but the important thing is that you let your customers have their say.

Use one question at a time

Avoid, asking several questions in the same one, You want to keep your survey questions simple. Make sure they only have one idea in them at a time. Eg. avoid “How did you like our food? Was your service good? Was the music too loud?”

Each question should focus on a single item or concept. This generally means that questions should have one subject and verb.

And it also means that you should avoid double-barrel question, which asks a respondent to evaluate more than one thing in a question yet only allow for a single response.

By breaking the double-barrel question into two questions, the respondent is able to provide a response to both inquiries separately.

Use skip logic to create a fluent experience and limit the time needed to fill out the survey. Make every question relevant.

You can either segment based on the previous answer, or on your customer’s satisfaction.

Make it as personal as possible, using the segmentation, but also by using a variable from the previous question.

Learn and educate during the survey

If possible, make your information practical, include additional resources based on the answer to illustrate what you mean or what your customer should be aware of.

Ask questions as you would talk to people

Avoid using any kind of technical term, modern web/fancy jargon, or idiom. But feel free to use fun copywriting and add a sense of humor.

Consider the education level of the survey audience, and use words that will be easily understood.

Besides this, make sure to provide the necessary information for the respondent to understand what is being asked. Define any concepts or terms that the respondent needs to understand in order to answer.

If referencing something participants might not be familiar with, be sure to add details to help explain it.

Unclear: How likely would you be to refer to the SMART model again?

What is this? What kind of model are we talking about?

Clear: the SMART model for defining goals means that you use specific, measurable, achievable, relevant and time-bound objectives. How likely would you be to use this again?

If the question requires a lengthy explanation, consider separating it from the question itself to help make the information easier to digest.

Finally, group similar topics together and order the questions in a logical way to create a natural flow as if having a conversation.

The voice and tone of the survey should match who it is from and is designed for.

Consider the MailChimp writing tone guideline, “It’s always more important to be clear than entertaining.”

Be clear, specific, and direct

Failure to clearly explain the intent of the question can lead to confusion and misinterpretation. Be very specific and avoid imprecise or vague words.

Present the topic and define the behaviors, events, or timeframe. This will help ensure every participant is providing the same type of response.

Vague: What is your income?

For what time period? For just the respondent or the entire household? Before or after taxes?

Specific: What was your household’s yearly income before taxes in 2016?

Practice good grammar

As a rule of thumb, we recommend you to use a consistent grammar and tone across the board, but most importantly, keep the wording simple and grammatically correct.

On the consistency matter, it’s very important to maintain a parallel structure,  and avoid two-part or complex questions which can be hard to interpret, such as the double negatives.

Start with broad and progress to specific questions

Beginning with basic, easier questions can encourage a respondent to continue. When possible, try to balance simple and complex inquiries.

Present all the possibilities

The number of answers should be kept relatively small but include all the possible choices when presenting your customer with loaded choices. Answers need to be balanced both ways (e.g. positive to negative, high to low frequency).

“Start with broad and progress to specific questions” from @FeedierApp

All respondents need to be able to find an answer that fits their situation.

If there could be a situation where none of the answers apply, provide the option to select “don’t know,” “not applicable” or “prefer not to answer” for sensitive questions. Including an “Other,” with a free-form text field to provide a custom answer, is a great way to learn about alternative responses not provided in the defined answer set.

Incomplete and Unbalanced:

  • Very Important
  • Moderately important
  • Slightly important

What if it is not important at all? Or not even applicable to the participant?

Complete and Balanced:

  • Extremely important
  • Very important
  • Moderately important
  • Slightly important
  • Not at all important
  • Not applicable

Keep answers mutually exclusive

If a participant can only select one response than each answer should be distinct and not cross-over.

For example, options might be 0-5 or 6-10 rather than 0-5 or 5-10. Having the “5” in both answers makes them not mutually exclusive.

Use ratings and scales

The Likert Scale, where respondents indicate their level of agreement or disagreement, is the most commonly used approach to scaling options when measuring attitudes or behaviors. Likert scales should be symmetrical and balanced. They should contain equal numbers of positive and negative responses within the distance between each item being the same.

We suggest using between five to seven scale. For more details, you can check this article.

Common Scales:

  • Agreement: Disagree to Agree
  • Familiarity: Not Familiar to Very Familiar
  • Frequency: Never to Always
  • Important: Not Important to Extremely Important
  • Likelihood: Not Likely to Extremely Likely
  • Quality: Poor to Excellent
  • More Examples (Iowa State PDF)

Use the expected, “natural” order for answer scales because it is easier for people to respond. For ranges (e.g. excellent to poor) it’s fine to reverse the order, such as starting with the favorable and ending with an unfavorable answer, since it can also influence choices.

Example Of Must-haves Questions

Below are a few questions that you should be able to use in most cases in order to pull the best insights from your surveys.

What can you tell us about yourself?
What can you tell us about yourself?

We want to spot trends and get an idea of who our customers are, where they come from and which industry they are in. Although this question sounds very broad at first, it can be refined based on your area. If you’re in a B2B environment, try to get information about industry and position in the company. If you’re doing B2C, demographics will matter more.

Where did you hear from us?
Where did you hear from us?

The choices really depend on your industry and market, but you’re likely to use organic social networks, paid social advertising, emails, word of mouth, and paper advertising.

The Ultimate Customer Feedback Guide 2

This standard question is called the Net Promoter Score and is meant to gauge your customer loyalty. You are likely to use it in most cases. We tackle this question later.

The Ultimate Customer Feedback Guide 3

This is the common open-ending question that we recommend you to use in any case. Leave room for the feedback you don’t know how to ask.

Wrap It Up

A survey is definitely made up of questions, isn’t it?

We have the questions implemented in our favorite software, so we are pretty good to go question-wise.

But we still have a few things on our plate.

We are going to look into what we call the “sides”, namely all the things that will contribute to a better response rate, a better-looking and more professional survey.

Introduce Your Survey

Defining the purpose and the context, why you’re collecting feedback, is always appreciated by the customer, and help him understand your motivations.

By being transparent on this, you’ll ultimately receive more actionable feedback.

Here’s a little thing. In nearly every case, the feedback will help you serve your customers more effectively, right?

Include that in your introduction. Make it easy for people to see how completing your survey may improve their lives.

Focus On The User Experience

As a rule of thumb, we advise our customers at Feedier, to double down on the design of their survey. You don’t want to answer an ugly or non-responsive survey, do you?

So, why would your customers?

That’s the first thing, make the survey look good.

But, besides this, you should also make your survey relevant to your customers, by branding it: namely, adding your logo, colors, and, even better, use your own subdomain such as feedback.yourcompany.com.

We want to leave an impression, and help our users spread the word about us and this feedback program.

Dissatisfied customers graph
Dissatisfied customers graph

A typical business only hears, 4% of its dissatisfied customers. Let’s get beyond!

Add The Timing Factor

As much as you care about your time, your customers do as well.

That’s why we recommend you to make your feedback survey temporal and time-sensitive, it must be relevant to what your customers are experiencing at the moment.

But that’s not all…

Make it short… No more than 5 minutes.

Survey response rate is directly correlated to survey length or duration, we’ve seen on average a 17% drop in response rate when a survey has more than 12 questions or takes longer than 5 minutes to complete.

Remove any duplication or useless question, focus on what matters.

Segment And Make It Relevant

At Feedier, we came up with our own 2-step process in order to make your survey even more relevant than by simply relying on the usual if/then pipeline.  

As you could see in the above templates, we are first asking quantitative questions, or metrics, in order to pull out a satisfaction ratio for our customer.

And we can then keep going with more segmented questions to fully understand him and get actionable insights.

Those qualitative questions can be of any type, depending on what you have to ask:

  • Choices to pick from if you want to pull value but also statistics
  • A slider ranging from 1 to x in order to measure something
  • A text, which you can limit in length
  • Or simply rely on well-known and acknowledged metrics — such as the Net Promoter Score® (NPS®)

Build a trustful, durable and respectful customer relationship from now on!

Give Something In Return

What if I could improve my survey response rate by offering an incentive?

100% response rate would be splendid.

As a rule of thumb, anything above 10% response rates will yield meaningful data.

But, what if your customers are simply not committed to providing you feedback? That’s where a survey incentive comes in.

And, what’s the best way to create an incentive for respondents to take your survey, without biasing the results?

Sometimes, it could be too good to be true, which is why it’s a process that has to be handled thoroughly.

What Is An Incentive?

The goal is to level the playing field and implement a two-way flow by rewarding our customers for their precious time and efforts.

On one hand, these incentives are meant to increase the response rate, as demonstrated in this study, and prove your willingness to value your respondents’ time. But, on the other hand, they can also entail biased results, which you need to pay close attention to.

That said, you need to pay attention to the population and cohort you’re targeting. You might be facing a type of population simply looking for “bounties”, avoid the incentives in this case.

Baby love survey incentives

Types Of Survey Incentives

We distinguish different types of incentives, based on the time they are delivered, but also what we actually deliver.

  • Financial incentives

This is the most effective way to increase the response rate, as previous researches have demonstrated, especially when we are talking about cold cash, not any kind of voucher or discount.

And as you might expect, the more money, the higher the response rate. That’s being said, there is a threshold at which increasing the value won’t change much.

There is no perfect amount or value for a survey incentive, but there are different things that can help you determine the right amount:

  1. The budget and resources allocated to the survey
  2. The method used to deliver the incentive
  3. The target of your survey

The financial incentive can also be a donation to a charity, which is likely to work well for high-end population, which doesn’t care much about a small bounty.

  • Content and non-financial incentives

When you don’t want to offer a monetary incentive, you could also imagine offering educating content, an invitation to visit the office or to a special sales operation, and much more, as long as it’s valuable and actionable.

It’s now time to decide the timing and how you’ll deliver.

  • Pre-paid or Promised Incentive

A pre-paid incentive is one you give to everyone who receives the invite regardless of whether they respond or not.

Even though it may seem counterintuitive, it can be a very cost-effective solution because a pre-paid incentive has a much higher impact on response rate than a promised incentive.

On the other hand, the promised incentive is usually interpreted as a “payment for the service”. Which means that if you’re targeting a high-end population, they might see it as a very low hourly pay, and won’t take it.

  • Lottery or Guaranteed Incentive

When it comes to giving away the reward, you could decide to deliver it to everybody or use some kind of random algorithm to determine the winners.

Researches have shown that both types work the same, and will result in similar response rate.

One thing to point out though is the fact that the lottery incentive could be less costly, but more difficult to manage and talk about.

We have now covered the different types of incentives, let’s talk about the use case, and when to use them.

When To Use An Incentive?

If you’re running a research survey or churn survey for instance, in order to get to know your audience, and find out what prevented them from going further, the incentive might come handy and wouldn’t impact the result much.

Besides this, if you’re targeting a population of “non-responders” or very busy people, it would come handy.

Note that the incentive could also be plugged-in the follow-up email if you haven’t got any feedback with the first request.

Example Follow Up Email Capterra
Example Follow Up Email by Capterra

However, if you’re running any kind of survey involving your customer satisfaction, offering incentives may harm the quality of feedback you get.

As a matter of fact, the customer is more likely to give a positive feedback, thinking it would mean a bigger reward.

Finally, if you decide to use an incentive, think about using a tool providing a limit to one answer per device or user, which will avoid getting spammed by scammers who want to scrap money.

You can also decide to go the gamified way, by offering things like lottery tickets, or any kind of incentive that involves the user.

Engage Your Customers

Do not simply collect feedback, but also use this as a marketing asset.

For instance, what could we do with the most satisfied customers?

Let’s engage with them, and ask them to leave us a review on a public marketplace, social network or website (Facebook, Google Business, whatever is relevant to your business).

Request a review on the thank-you page
Request a review on the thank-you page

Public reviews are as important as feedback for any business, but they are meant for different use and purpose.

Reviews are your social proof, to which your new leads or prospects would refer to before making their final shot.

90% of consumers read online reviews before visiting a business.

Reviews aren’t the only thing to tinker with…

We could also imagine requesting a testimonial at the end of the survey.

Or even invite them to join a program, newsletter list, or anything relevant to them.

The point is to engage and go beyond than collecting feedback.

Final Tips And Tricks

We are done with our feedback, it’s time to buff it up and iron out the minor glitched we could drop along the way.

That’s why you have to test it and share it with your colleague.

Use different platforms and devices to test it.

Besides this, you likely notice that we try to avoid the word survey. And we also recommend you to avoid using it in from of your customers. It has a bad connotation.

Finally, be upfront and transparent about the progression when your respondent is filling up, but also be transparent about what data you’re collecting, and add a link to your privacy at the end or in the footer.

How To Spread The Word And Get More Feedback?

As we mentioned earlier, it’s up to you to find the right channel and customer touchpoint to collect feedback.

But one thing for sure…

You must do it properly and make sure you’re using the right channel.

As depicted in the picture above, only 2.5% of your customers will actually take the time to give you something valuable and useful that you can play with!

The point is to ask feedback when it’s relevant for your customer and to identify where your customers spend the most time.

In order to find what’s the best channel for you, you can ask yourself the following questions:

  • Where are my customers spending most of their time?

Say you’re running a web application, it might make sense to simply request feedback from the application, because your users are, hopefully, spending time in your app.

If your support team is very active, you could also imagine sending out a survey once a support ticket is closed.

On the other hand, if you’re collecting for your coaching sessions or eCommerce website, for instance, you would be better off sending a feedback request once the order has been confirmed.

  • Are my customers willing to give feedback on their own?

When it comes to getting feedback, they are 2 ways of collecting them.

You can either push the request, by email, SMS message, chat, anything…

Or you can “wait” and see, by using a widget, a banner, a social post, anything that isn’t directly pushing the customer to give the feedback.

Then, it’s your call.

Whether you want to PUSH, ie send feedback request by email, SMS message, chatbot…

Or you want to PULL, acting more reactively by letting your customer give feedback from a widget on the app, website, it’s up to you and your business.

Analyze And Leverage The Data

We are not watching the feedback trickling in – assuming we found the right channel to spread the word.

First, use a reporting tool to pinpoint the area that you must focus on, and prioritize them.

Once you get enough data, you can start drawing conclusions and taking actions.

And make sure to only budge once we pass this threshold, otherwise you might do non-meaningful things.

Which threshold are you talking about?

We are talking about, at least, 10% of your panel of the respondent who answered, although we are targeting a response rate of close to 30%.

So, what to do with your customer feedback?

First, you can get a broad idea of what your customers are thinking by looking at the quantitative data, such as the NPS score, satisfaction ratio, and any metric that you might have measured in your survey.

Roadmap improvements

Then, if you’re collecting feedback on a set of features or services, the feedback you have just collected could be very useful to fine tune or iron out your roadmap.

What your thinking might not be fully in line with your customers’ expectations.

That is why using their feedback in order to improve your roadmap wouldn’t be a bad idea.

That’s being said, if you’re asking very specific questions, you could also directly push the answers to your product backlog or product management tool (Trello, JIRA, etc.), by leveraging the integrations.

Analyze at scale

But, you might also want to get feedback on a service, or experience (eg. on your eCommerce website).

This feedback is not directly meant to be tasked or anything, they are just meant to be analyzed by your customer success team, or product management team, which does not necessarily want to skim through hundreds of entries…

This is where the powerful analytic comes in.

By using a powerful analytic dashboard, you ensure that your team will be efficient and will get as many insights as possible…

Engage  

Finally, as mentioned in the previous section, your promoters are one of your best marketing asset that you must use at their full potential, by following them up and asking for a review, a testimonial, anything of value.  

You can apply everything you’ve learned in this guide by creating a beautiful, personalized and gamified survey with Feedier. It’s free to get started and you’ll gather the insights you need to improve your product, increase your sales and keep your customers happy.

Good luck.

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Common Questions

But Won’t People Only Respond Because Of The Gift & Skew The Results?

Yes. That risk is always there, but in our experience, it’s well worth it – the advantages of having this data far outweigh potential risks. Plus, we have yet to see a case where “clever” people are skewing results in a major way.

There are always some smart asses, but in reality, if we take 100 responders then the most we have seen is around 5 people who only do it for the gift. And they didn’t really skew any results as they simply wrote one-word answers to all the questions and so were excluded in the analyzing phase.

Where To Ask For Demographics?

There is one common practice we must exterminate: Do NOT start with the respondents’ demographics. This is a big turn off and will steer people away from your survey, resulting in a lower response rate. It’s a lot easier to get that information at the end when the respondent is already committed to filling out your questionnaire.

How Long Should My Survey Be?

In a perfect world, we’d be able to provide you with an “ideal” length for your customer survey.

But we are not living in such a world.

There are simply too many factors to take in and that influence the ideal length.

We can recommend keeping the bare minimum though. Remove all the useless or “nice-to-have” questions, and go for the important point you want to focus.

Keep in mind that your customers won’t spend more than 5 to 10 minutes answering your survey.

Survey response rate is directly correlated to survey length or duration, we’ve seen on average a 17% drop in response rate when a survey has more than 12 questions or takes longer than 5 minutes to complete.

The more questions you have, the less likely he is to spend time on every single question, and the less actionable data you get.

However, because so many variables exist from one response instance to another, it’s not exactly possible to provide a finite answer to this question.

Make it as long as it needs to be – and no more. Get right to the heart of the matter by ensuring each question (and the answers respondents provide) relate directly to your goal of conducting the survey.

How To Get More Responses?

👉Use the tips and tricks mentioned in this guide, you should get your response rate way above the average of 30%.

Should I Use The NPS Question?

The Net Promoter Score measures a customer’s loyalty or likeliness to recommend your services to people in their network.

The NPS questions simply stand for “On a scale of 0-10, how likely are you to recommend our brand/product/service to your friends, family members, or colleagues?”

Then, the report works as follow:

  • Determine the percentage of responses defined as Promoters (between 9 or 10) and Detractors (Between 0 and 6)
  • Subtract the percentage of Detractors from the percentage of Promoters
  • You get your NPS score

You’re then able to gauge your brand’s perceived value, as well as how you stack up against other companies within your industry.

How To Order My Choices?

When doing question with a few choices for the answer, the order in which you list your answers can also influence your customers’ responses.

For example, if you ask the question, “What do you enjoy most about our service?” and provide the following choices: Customer Service, Atmosphere, Pricing, Products, Other.

You’re likely to get a higher response rate for the “Customer Service choice”, simply because people don’t bother to read the full option if they are satisfied with the first one.

To go against that, we recommend you to shuffle the order randomly, except for the “Other” choice.

How To Address Negative Feedback?

While it’s important to respond to all of your respondents through automation, it’s essential that you reach out to those who responded negatively to your survey personally and immediately.

Whether it’s a bug that must be fixed, a problem the customer is running into, or any disappointment, address it and provide a timely solution.

By doing that, you reduce your chances of letting him or her shy away…

We hope it’s been helpful. Good luck! Feel free to comment and ask anything!👏


Also published on Medium.

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