“If you don’t ask, you won’t know:” It’s true for everything from possible holiday gifts to supper choices. Asking someone for information can mean the difference between a disappointed spouse at Christmas or a satisfyingly filled belly after dinner. It can also mean the difference between a thriving business and one that is merely surviving. In order to maximize ROI, companies must ask customers questions, and continue to ask them throughout the consumer life cycle. The customer satisfaction survey, that ubiquitous and often annoying little tool that researchers use to gauge the level of satisfaction among a brand’s consumers, is critical to companies wanting to prosper and not just subsist.
In addition to all the common-sense tips that are oft-repeated, like “have a plan,” “keep it short and simple,” and “ask the right people,” consider the following creative tips for crafting a customer satisfaction survey that gets attention and the answers you need:
Consider Unique Platforms
We all know the typical paper survey with a series of questions ranging from general to specific, asking you to rate your experiences and/or level of contentment with a product or service. It’s usually boring and pops up at times when you’re busy or simply unengaged. Perhaps that why a lot of those online survey companies quote only a 10-15% completion rate for most external (those sent to customers) surveys. You can’t measure someone’s satisfaction if they don’t answer your questions. For this reason, it’s important to consider unique platforms for your survey. Instead of the traditional print or email survey, think about using embedded surveys on social media platforms like Twitter and Facebook. Prompt followers on Twitter to respond to a specific question with a unique hashtag. Grab customers as they browse your Facebook page and ask a quick one or two questions that don’t require unnecessary keystrokes or additional tabs to open. You could also create proprietary content available to people on your website who are interested in a particular topic. In order to download the eBook or webinar, they must first complete an information section. This gives them an incentive while providing you with relevant data concerning those consumers interested in a particular subject. Think outside the box when determining how you want to reach your customers.
Combine Your Product with Your Survey
You might also think about taking your survey platform to your product itself. QR codes linking to an online survey can be printed on your packaging. You can include a QR code on business cards or other promotional materials. Making it easy and interesting to give feedback can mean your customers actually do it.
Ask Permission to Keep Your Customers Updated
Oftentimes customers opt out of taking a survey because they fear the continuous onslaught of communication that occurs once they complete it. You know what we mean: you take a survey and then every week for the next six months you get a call during dinner or 200 emails requesting more, more, more. Decide whether you might need follow-up information in the future and, if so, make sure your company asks for permission. Otherwise, don’t continue to hound your respondents for more information.
If we’ve piqued your interest and you’re ready to learn more creative ways you could be crafting customer satisfaction surveys, contact our Communications for Research team today. You’ll speak with our co-CEO Colson Steber and he can help you determine the best way to answer your customer satisfaction questions with market research.