When creating a customer feedback survey, it's important to get your intent, questions and structure right.
Designing a survey takes more thought and effort than one might expect, but when done correctly you may reap the benefits.
One of the first things you must keep in mind when you come up with a survey is that you need to include instructions for the participant. What may be clear to you – someone very familiar with the survey and its logic and intentions – may not be as clear to someone looking at the material for the first time.
It's a good idea to start a survey outlining why you are conducting this survey, and then instructions to guide participants on how to complete it.
Questions should also be as concise as possible. Be sure to avoid double-barrelled questions and instead ask one thing at a time.
An example of a double-barrelled question would be, "Was your sales assistant attentive to your needs and would you shop here again?" Instead of asking this, you should split it into two questions.
The first would ask if the sales assistant was attentive, and the second would ask if the customer would shop here again. This will give you more accurate answers and is less likely to confuse the survey participant.
Lastly, it's important to remember not to ask questions or make demands of your participants that are unreasonable. Don't ask for any unnecessary personal information, and be clear about what is going to happen with their information. Is it completely confidential and private? Who will see it? These are things your participants need to know.
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