10 Important Tips to Consider when Designing a Customer Feedback Survey

It is not an easy task to design and effective customer feedback surveys, but once done it is a worthy pursuit to obtain a better understanding of customer satisfaction. In order to design a series of questions that will specifically address the purpose of conducting the survey can turn into a messy business. Companies are unable to obtain accurate and quality responses from customers because many customers tend to lie or exaggerate during a survey. This causes inconsistent results and companies are unable to benefit from the research. However, research remains to provide solutions to these survey problems. Here are 10 tips to consider when you design customer feedback surveys:

  1. Keep it Short, Stupid! (KISS)

Try to design questions that are short and don’t lose their intent. Try to rephrase lengthy and superfluous wordings in order to effectively question customers without losing their interest in the completing the survey. Keep in mind that customers are going to avoid surveys that are long, dull and repetitive. You have to find a way to quickly question them about their preferences, experience, thoughts and references about your product or service. This can only be achieved if you can design an effective survey that is time effective and captivating.

  1. Ask Questions that are Specific to your End Goal

Try to cut down on unnecessary questions and insert those, which will fulfill the purpose of your end goal. You need to be ruthless when it comes to reviewing and eliminating questions that make no sense and are not in line with your purpose. Each question inserted in your customer feedback surveys should have a clear purpose and a strong reason. For instance asking the customer’s name isn’t always necessary.

  1. Devise Open-Ended and Smart Questions

Many formats include MCQs, which are regarded to be a popular medium through which companies can conduct quick and effective customer feedback surveys. However, providing customers the option of open-ended questions helps them offer their true feedback pertaining to your services/products. This kind of information cans serve to be valuable and insightful. Try to keep this option at bare minimum, only inserting it in places where you need closing questions, which will give customers an opportunity to elaborate their thoughts.

  1. One Question at a Time

Don’t bombard your customers with continuous questions; take a breath and wait till they finish responding to the previous question. By not letting them finish, this will result in half-hearted answers and customers will feel like they are being interrogated during your customer feedback surveys.

  1. Keep Rating Scaled Consistent

Using too many common scales in your customer feedback surveys can become confusing and cumbersome. Keep consistency when rating your scales throughout the survey. Don’t change your scales abruptly as this will confuse your customers. For instance, if you are using a scale from 1 to 5 where you have mentioned 1 being the least favorite and 5 being the most favorite. Keep this scale consistent throughout the survey rather than reversing it where 5 becomes least favorite and 1 becomes most favorite.

  1. Don’t ask Leading & Loaded Questions

Don’t include words that might describe ego and pride; customers might not agree with you on the same level. Try to keep the format of the questions simple and direct so that they are able to cater to the purpose of your survey. In order to avoid loaded questions, don’t include facts and assumptions that are emotionally charged. This is another reason why customers might be put off by completing your customer feedback surveys.

  1. Use Yes/No More

Everybody loves to answer yes/no questions; they are fast, simple and you don’t have to think a lot before answering them. Most of the times you will find customers reluctant to take some time out to complete a survey. They will review your customer feedback surveys and instantly decide through the format whether they are willing to complete it or not, so keep it precise.

  1. Avoid Assumptions and Try to be Specific

Don’t assume that your customers will be knowledgeable about certain information. Try to refrain from asking questions, which include words, which are not commonly known to them such as PPC. A better option is to ask them to be specific and that you will appreciate any sort of feedback, which will motivate customers to answer.

  1. Timing is Essential

Keep in mind that everyone has a busy schedule; your customers aren’t walking around, waiting for you to hand over your customer feedback survey to them. Time is of the essence and it is important to design a survey that will not only save your time but also your customers.

  1. Reward Customers 

Captivate and entice your customers by offering them an incentive in order to complete your customer feedback survey; this will also help with customer loyalty. It is recorded that rewards can increase survey response rates from 5 to 20 percent. However, make sure that the reward you offer them is relevant to the purpose of your survey.


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I just love web developments and SEO - Im self taught and i am always striving to increase my knowledge and hope to help others too with my experiences. Paul Gordon Freelance SEO Consultant at 720 Digital Ltd
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