Customer satisfaction surveys are an excellent tool for businesses looking to improve their understanding of their client base.
Here are some important things to consider when designing and delivering your online customer surveys.
Survey length
In the past, studies have shown that the longer a survey is, the less time participants spend on each question.
Whether than means less accurate or genuine answers are being given is unclear, but what it demonstrates is that it is important to think carefully about how long your satisfaction questionnaires are.
Strategies such as breaking a longer survey up into several smaller ones may improve participation and the accuracy of results.
Frequency
Regular customer feedback can be a great asset for any business – but that doesn’t necessarily mean you need to be quizzing consumers each day!
Overdoing it can turn customers off and lose their interest in taking part.
The right frequency to survey customer satisfaction will be different for each company. Sometimes it can take some trial and error to get it right.
The best balance will be not so often that customers get sick of being asked, but often enough to provide a good indication of changing customer satisfaction levels.
Sharing results
Once you have collected customer feedback, the question is who do you share it with.
You could of course keep it to management and simply let it influence future decisions in a less explicit way.
However there is a strong case for sharing the results of customer satisfaction surveys with your staff.
By making them privy to the information, they will know how their actions are viewed by customers. You can encourage them to come up with ideas for ways to improve customer satisfaction, retention and ongoing loyalty.
Seek expert advice
Don't leave anything to chance – seek advice from online survey software specialists who can help you get the best ROI from your customer feedback surveys.
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