If you are planning a customer satisfaction survey here are some top tips to ensure success.
These tips are from Bsquared's experience in helping B2B clients make the most of the Voice of the Customer. Gathering insights and getting actionable data will drive business performance, customer retention and generate customer loyalty.
These tips are relevant to online, telephone and face-to-face B2B surveys.
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Qualitative and quantitative: Quantitative for quick answers and qualitative longer questions to acquire in-depth information.
Open ended questions provide respondents with an outlet for thoughts and opinions and these questions add richness and depth to the results. Worded intelligently, these questions will generate general information and broad ideas which are a rich source of information and will require skilled analysis. Qualitative quotes and themes can be used to back up and further interpret the quantitative information.
In general, we find that 60% of respondents don't answer open-ended questions, so think carefully about the balance.
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This might seem obvious but start with the end in mind. Many questionnaires are too long because they fail to distinguish the interesting from the relevant.
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A thoughtful, visually attractive survey will create more impact. The respondent needs to feel that some effort has gone into the survey. Add routing to limit the amount of questions unnecessary to that particular respondent.
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Add in a progress bar to give an indication of how long the survey is likely to take to complete.
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Keep it simple - wording which is too technical or convoluted will be off-putting.
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Five minutes or less is perfect. Six to 11 minutes is acceptable. Any longer than this and abandonment rates are likely to rise.
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Used carefully, incentives will increase your response rate. Reminder emails should emphasise the benefit to the respondent for completing the survey.
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Use colleagues to test the survey. If possible send to a client, or even better a small sample of the customer base, to check understanding of questions.
Above all keep it simple, straightforward and succinct