In our recent post on what we’ve learned about on-site surveys we gave you advice about what you should think about in general when you create this type of survey. Satisfaction surveys are great examples of surveys that are ideal for on-site data collection, since the customers still have their visits fresh in memory. So, extending from the previous post we want to give you some more advice on how to create satisfaction surveys that customers actually will complete!
- Keep the survey short, we recommend 5 to 6 questions. Especially if you conduct on-site surveys customers are often in a hurry and don’t have time to answer a large number of questions.
- Use questions with answer options that are clear to the customers. A grading scale from one to 10 is very useful, as are smileys or thumbs.
- Although free text questions are great for qualitative data, not all customers will take their time answering them. Try to keep free text questions to a minimum.
- Make sure that you ask relevant questions about products or services that your customers can relate to. This can be questions like “Did you find everything you looked for?”, “How did you find the service?” etc.
- Make sure that the survey is shown to the customers at a relevant time – at the entrance to your store while they are leaving for an on-site survey, or right after a purchase on your website for a web survey.
If you keep these five tips in mind you will find that creating satisfaction surveys that customers actually complete can be very rewarding. However, as we discussed in the previous post on on-site surveys you shouldn’t settle with the first satisfaction survey you create. Instead, analyzing the collected feedback from the customers and making possible changes to the survey based on the insights is required to better understand your customers.
In the coming blog posts, we will discuss what type of questions that are worth asking your customers, and also discuss how you should plan for conducting a survey. Tune in during the coming days to read more!
Take care,
Ludvig