Even more good reasons and tips for customer surveys

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Even more good reasons and tips for customer surveys

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Surveys are good for business, hints and tips part 3.

In this blog series, we discuss why Surveys are good for business, and tips for making them successful.

Yet Three MORE reasons to run Online Surveys

1. Great for event follow-up

Delegates emerging from Exhibitions and Trade Shows have been bombarded with flyers, leaflets, give-aways, brochures, gimmicks etc. If you have played your cards right (excuse the pun) you will have gathered a stack of business cards (or even better – badge scan data). Your first follow-up task is to remind these contacts of your business proposition.

As they are not ‘on the spot’, respondents are usually more thoughtful when answering survey questions, and encouraging the delegate to think about why they were attracted to your stand, makes them more likely to positively engage with you.

2. Invaluable for training

We have all been there; you complete a training course and have a paper assessment thrust in front of you when you are rushing to depart. An immediate assessment has its place, but in smaller classes they can intimidate. In fact, there are probably just three pieces of information you want:

  • Was the course of value? (satisfaction)
  • Who else in their organisation could benefit from that course? (new sales opportunity)
  • What is the next learning requirement for that delegate? (up-sell opportunity)

An online survey offers a way to check delegate satisfaction, and to engage future delegates. A delegate will be more thoughtful and comprehensive about their response.

There is, or course, the issue that the delegate may ignore the survey, but participation can be encouraged (e.g. with a future discount offer) or by making the survey a condition of receiving a competitive price for the course.

3. Giving a new angle on HR engagement

Employees are the greatest asset of a business; so commitment, engagement, satisfaction and enthusiasm are key metrics. Despite the popularity of 360° feedback, employees can be wary of stating honest views to their immediate line manager. An anonymous employee survey can be a powerful way to assess mindsets in the workplace.

But don’t make the mistake of claiming a survey is anonymous if the invitation contain an obvious unique tracking URL for the survey. Pick a survey tool that truly allows anonymity.


Yet three MORE tips to making Online Surveys a success

1. Ask important questions early

Ensure the workflow of the survey is logical, but ask the most important questions first. If respondents drop out mid-survey, at least have the most important questions answered.

2. Ask one question at a time

When faced with more that one question, a respondent may be unsure how to answer. This can happen in a number of ways:

Combining two questions such as “Was the training course useful and enjoyable”. The respondent will not know how to respond if the course was very useful but not that enjoyable. It would be better to ask two separate questions.
Asking multiple questions on a page. I know it’s increasingly popular to present all question on a single web page – and that can work for simple, short questionnaires (although I have seen some dreadful examples). However, for longer or complex surveys it is off-putting and leads to high drop-out.

Presenting only one question at a time is good practice. It has the added benefit that you can adopt intelligent routing to present questions based on previous responses – something you simply cannot do if you present all of the questions up-front!

3. Don’t ask leading questions

Leading questions will result in inaccurate answers. “Please rate your satisfaction of our service” is much better than “Tell us how totally delighted you are with our world-class service”. A leading question might also lead to answers that punish your presumptive position.