How to Create an Effective Customer Experience Survey

CUstomer Experience Survey
Over the past 20 years, Opinionmeter International has distributed thousands of customer satisfaction surveys through its wide-range of interactive survey devices. Here are a few of the key points we’ve found important to consider when preparing your CX survey.

● Preparation. Take the necessary time to structure the survey correctly. Before beginning to draft your customer survey questionnaire, you should be able to answer this question: What is the objective of the survey and how will the survey data be used?

● Short and sweet. Often companies fall into the trap of wanting to ask all their burning questions in one long, complex survey which then results in a high non-response rate. Much better to break up the survey questions into smaller, focused customer satisfaction surveys, each with a clear objective. Lengthy, complex surveys create friction between you and your respondent. Don’t make your respondents work too hard to give you their feedback! Instead, deploy multiple, focused customer experience surveys throughout the year with a maximum of 15 questions, with 6-10 questions being the goal.

● Question wording. Be careful not to assume the survey participant has a level of knowledge that may not exist. Make sure you are using vocabulary that your customers understand. Don’t get caught up using company or industry specific vernacular or acronyms. Whenever possible avoid making the survey respondent uncomfortable by using overly personal questions. If you ask questions that require too much thought or seem a little too personal, your survey respondents will be less likely to participate.

● One-dimensional questions.  A common problem with survey questions is cramming multiple dimensions into a single question. For example, if a question asks, “Please rate the wait time and courtesy of our staff today?” The respondent would be unsure how to respond. What if the wait time was far too long, but the staff was extremely courteous? Questions with multiple dimensions prevent the participant from providing a specific response due to lack of focus.

● Eliminate ambiguous responses. Make sure you provide clear survey response options for each question in the survey. Check that you have covered every eventuality with your response range. For example: “How did you travel here today? A) Car, B) Public Transport, c) Motorcycle d) Walked…. Someone who has travelled by bicycle would get to this question and not complete the survey. If you’re not confident you can provide all possible options, you can always use “Other” as a final response option.

● Single Response vs. Multiple Response questions. Why make someone choose only one response if they have multiple reason for liking your products or services? Rather than limiting customers to one response (multiple choice), listen to all that they have to say. In some cases, a ranking system may be more appropriate (more on this later).

● Never imply an answer. Be careful to avoid influencing the survey respondent with leading questions or heavy use of adjectives. For example, “which do you prefer most about the new decor of our restaurant?” Who’s to say they prefer any of the new attributes of the new décor? The issue with adjectives is they can mean different things to different people and should be used sparingly. If you want honest, meaningful responses, you should be as specific as possible.

● Ranking questions. When you want to determine the relative importance of various options, for example product features, ranking questions can be very useful. Keep in mind that ranking questions do take a fair amount of thinking on the part of the respondent. For this reason, we normally recommend limiting your ranking options to 5 or less.

● Demographic questions. Use demographic questions to segment your respondents. 90% of your population maybe happy with quality of food, but 100% of males under 25 may not be. If you are using the right survey software technology for your customer satisfaction survey you will also be able to segment by date and time and duration of the survey. Demographic questions are best placed at the end of the survey.

● Test, test, test! In the end, testing is the only way to know what’s going to work with any market research initiative. The best rule of thumb is never to assume anything and test everything. It’s always best to try out your survey on a handful of people outside of your company to ensure you haven’t assumed knowledge or unnecessarily used confusing industry jargon.

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Survey Infographic

Just a Fun Survey Infographic

 

Everybody loves an Infographic!

Here’s a fun way to nudge management into letting you launch a Feedback Survey
to learn more about your customer’s experience with your products or services.

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Survey Infographic

Tips for Getting Started with your First Mobile Survey Project

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So, you have been tasked to manage your company’s customer experience survey project. In addition, management has learned from their professional networking that a mobile surveyoptimized for smartphones and tablets – is likely to be the best way to conduct the survey. Congratulations, you’re in for an interesting and rewarding adventure!

But where do you begin, especially if you don’t know the first thing about designing and deploying customer experience surveys, let alone mobile surveys? Well, you’re in luck – there are some really great DIY tools available to help you along the way. First, we recommend you take some time to understand the basics of customer surveys, and then familiarize yourself with the state of mobile survey apps and mobile web solutions that are now available. Without a working knowledge of customer satisfaction surveys and the tools used for gathering the data, you may needlessly expend limited resources and not get the results you want.

Know what questions to ask and how to ask them…

As you begin drafting your customer experience survey, here is a checklist of preliminary questions and issues for which you’ll want answers:

1.  What are the objectives of your survey; what are you trying to find out?
2.  Who is your target audience for the survey?
3.  What is the best way to contact and interact with your target audience?
4.  What is the budget allocation for the survey?
5.  Do you have authority to contract with an expert in customer feedback projects?
6.  Is there a specific result or outcome expected from the survey?
7.  What is your time frame for gathering the data and producing reports?

As for deploying your mobile survey, here are a few important questions you’ll want to get answers to…

1. Do you plan to have your customers use their own mobile device or will one be provided at the point-of-experience (in-store)? If  your customers will be using their own mobile devices, you may want to consider a browser based app to avoid having to first download an app. However, if you plan to provide an in-store kiosk or employees will interview customers, then it’s best to go with a native survey app and benefit from the robust features (including offline data capture) that only a native app can provide.

2. Will you have an internet connection at the location where your customers will be responding to the survey? If not, you’ll want to use a robust native survey app opposed to browser-based app.

3. Do you want to include media capture as part of the survey experience? Mobile survey software now offers the flexibility of including media within the survey itself as well as providing the respondent the ability to snap pictures, record video or even leave a comment in their own voice. All pretty cool stuff, but may or may not apply to your survey objectives.

4. How about incentives. Do you want to provide a fun incentive or quiz-related feature within your survey? When providing point-of-sale surveys through mobile means, often an incentive is not necessary to maintain a healthy response rate, but it still can add fun to the process for your respondents!

5. Given we’re talking about mobile surveys – how about giving your customers a social media connection and allow them the option of posting their feedback to their social media site of choice? just a thought…

6. Now that you’re capturing all this cool point-of-experience feedback in real-time, why not add some action alerts. You can set triggers in your survey instrument (fancy for “Questionnaire”) that will trigger email or SMS texts to anyone you want (most likely management at the store level) who will receive the action alert in real-time, giving them the opportunity to interact (or intervene if necessary) with the customer while they’re still in the store!

7. What kind of output format do you want from your survey data? Do you want simple summary reports, cross tabulations or web-based live dashboards? Do you want your reports to be scheduled and delivered to you by email (as an Excel, PowerPoint or PDF document)? Do you have your own statistical software package and only need the raw data or would you prefer using a cloud-based reporting engine?

For more information about Opinionmeter and their impressive range of customer satisfaction survey products and services, please visit opinionmeter.com today.