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How To Pitch A Question In A Feedback Survey

Monday March 31, 2014

Getting feedback via customer surveys can uncover valuable critical and objective information to help you make important business and marketing decisions.  But writing bad survey questions can skew or spoil the results before you begin.  Follow these simple tips to optimise your questionnaire.

Identify the objective or objectives of the survey.  What is it that you specifically want to find out?  Not having a clear objective can make the survey too long, or the questions unfocused.  It's not likely that you find out everything you need to know on one survey, so keep the objective on a single target of information you want to know.

Make sure the questions aren't leading or biased.  For the results of a survey to be successful, you need to ask questions in such a way to get the customer's true view, not the answer you would like to hear.  To illustrate the point, here are a couple of examples to compare leading and less-leading questions:

Leading:  “Most customers feel our pricing is about right.  What do you think?”
Less leading:  “Do you feel our prices are (circle one):  high  - about right  - low”

Leading:  “Do you like the convenience of our online customer support system?
Less leading:  "Has our online customer support system met your needs?

Keep your expectations in line.  While undeniably helpful, most successful surveys serve only as a way of confirming or denying pre-conceived opinions that you've already made in your objectives.  Surveys don't often reveal widespread, brand new, secret, never-thought-of feedback from customers.  By keeping expectations in check, you can spot informative trends in the answers, and not be looking for "magic wand" responses that you hope will revolutionize your business.

Make questions easy to answer.  Don't make the customer struggle and think hard to give you an answer.  Avoid the use of technical jargon, slang and abbreviations.  The easier you make it, the more responses you will get.

Vary the question types you use. If your survey is more than five questions, try using a variety of different question types such as:

  • single-choice (i.e. "yes/no")
  • multiple-choice
  • rating (ie., "rate our service on a scale of 1-5"
  • open-ended

Alternate between easier and more difficult questions.  To keep the customer moving at a quick pace through the survey (so that they don't get frustrated and abandon it), mix up the easier questions with more difficult ones.  Generally it's best to start with a couple of easy single-choice or multiple-choice questions; then add a more difficult or open ended one; then provide some easier questions.  This will help your respondent feel like you're not using too much of their time.

Lastly, if your survey software of choice allows it, why not give your respondants a reward for taking the time to give you value buisness insight? Think of rewards as a way to either increase spending, repeat purchases, to get people to purchase a new product/service from you or just to increase your customer loyalty.

If you are looking for a software that allows you to run surveys on mobile, tablet and web at the same time and gives you the option to give rewards then we offer 14 day FREE trials or you can book a demo.

Tags: Business, Customer Experience, Customer Feedback, Feedback, Mobile Survey, Online survey, survey software,


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