Customer feedback is at the backbone of the genuine improvement of a company in many different areas. It helps empower customers and get them to think of themselves as connected to the reality of a company. It gives information for the company to use to make improvements and it frequently leads to positive testimonials that can be used by the company for marketing and promotion.
Oddly enough, the only real downside to feedback is that it’s actually quite difficult to get your hands on. Customers are often not interested in spending their free time performing a task that has no tangible benefit to them. That’s where the feedback form or customer experience survey comes in handy.
Still, a fair bit can go wrong if you aren’t prepared. So let’s look at the mistakes you can avoid in your survey.
1. Too Many Surveys
When you receive a complete survey from a customer, you need to consider yourself fortunate. Getting customers to fill out these sorts of forms is a privilege, not a right. So one tactic that can really cause problems is bombarding your customers with forms all of the time. They’re more likely to disconnect that to engage. Ask for one, keep it simple.
2. Huge List of Questions
Only one survey doesn’t mean that you then stuff every question imaginable on it and try to get customers to dedicate 20 minutes to the task. Again, they’re far more likely to take one look and decide that it simply isn’t worth the effort.
3. Leading With Personal Information
Though it can be useful for marketing purposes, getting customers to volunteer personal info is very difficult and can really put people off your survey if it is the first thing that they see. If you really want that information, leave it to the end. Even if they’re a bit uncertain about it they are more likely to give in if they’ve already done the whole survey.
4. Asking Leading Questions
Customers want to feel that their real opinion is being heard and will react negatively to you framing questions with a desire to score positive feedback. You want to ask questions in a straightforward manner to avoid this issue. Similarly, you want their negative feedback if they have it, so don’t try and warp the truth.
5. Failing To Incentivize
The level of incentive that you need to offer your customers depends largely on how much you’re asking of them. If it’s 5 questions and takes a minute you might not bother incentivizing. If it will take them 3 minutes you might want to emphasize that they have a real opportunity to make a difference. If it’s 10 minutes or above, you’ll need practical incentives: a raffle for a free product, for example.
6. Complex Language Or Wordings
You need your survey results to be an accurate reflection of the thoughts of your customers. They can’t express their responses to questions that they themselves don’t understand. It’s really important that you word questions simply, clearly and concisely to get a much higher chance that your survey takers understand what’s really being asked. The alternative is half-completed surveys and incorrect data, which annihilates the purpose of the survey in the first place.
7. Questions Aren’t Inclusive
When you’re writing a survey make sure that you remember that you don’t picture yourself as the responder. You need to allow for the diversity of your customer base, in terms of race, disabilities, sexuality, gender, and socio-economic background. You don’t want people to feel excluded by your questions or they’ll give up.
8. Forgetting Mobile Friendly
These sorts of surveys always should have mobile functionality. There’s never a great time to do a survey, but catching your customers when they’re on the bus or scrolling on their phone in a lunch break is as ideal as it will get.
The data that you can draw from a customer experience survey can be extremely valuable. Getting it, and ensuring it isn’t tarnished is a more difficult job that you need to be prepared to be very careful about. Hopefully, this list will help you avoid any major blunders in customer experience surveys.