Avoid double negatives in questions to avoid confusion.
Example: What don’t we currently offer that would make you less likely to cancel your membership?
Better alternative: What else could we offer that would add value to your membership?
Avoid ambiguity to gain more powerful insights. Writing specific questions to get you more specific feedback.
Example: How do you feel about your purchase?
Better alternative: How satisfied are you with the quality of the product you received?
Share only relevant questions. Since extra or irrelevant questions can lead to abandonment, design your survey so that people only see questions most applicable to them.
Example: For the question, “how satisfied are you with the quality of the product you received?” you can jump to different branch questions based on whether customers were satisfied or dissatisfied with their purchase.
6. Don’t request personal information.
In our research, “asking for too much personal information” was a recurring reason that survey respondents dropped out of a survey.
There are a few reasons this might be happening.
The first is that it adds length to your survey. Answering basic demographic questions can add several minutes to your survey and we’ve already covered how that leads to survey fatigue.
The next reason is a matter of trust. When providing sensitive or negative feedback, customers or employees may not trust that their identity will remain anonymous. They also may not see how their age, race, or income is relevant.
Asking demographic and personal questions can frustrate your customers and cause them to abandon your survey. If you want to ask for demographic or contact information, include it in optional questions at the end.
If this information is crucial to your survey (eg. seeking feedback about DEI initiatives), explain this upfront in your survey prompt.
7. Add visuals.
Of those surveyed, 70.9% of respondents said that surveys involving photo or video viewing are more energizing than simply text.
You can do this by incorporating image choice questions, for example, or by asking customers to click emoji faces instead of numbers on a scale.
8. Test your survey before sending it out.
Invite a few people outside of your immediate team to test out a survey for you before you finalize it. Ask them to share how long it took to complete and to identify any questions that weren’t clear.
The Benefits of a Well-Designed Customer Survey
Surveys remain one of the best ways to interact with your customers and gain insight into their experience with your brand.
With some research and some effort, you’ll find the survey sweet spot for gathering information and data from your customers to provide a better experience and boost revenue.