Survey Software Success

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  1. Survey Software Success Best Practices for the Successful Web Survey • vovici.com +1 800 787 8755
  2. About Vovici SELECTED CUSTOMERS 60% Of the Fortune 500 2,000 Customers in over 47 countries Million completed surveys in more 150 than 150 different languages. KEY PARTNERS 15 Years of industry experience, leadership and innovation Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  3. Our Agenda • Survey challenges • Seven Best Practices • Writing effective surveys • Boosting response rates • Using surveys to improve satisfaction and service levels • Q&A Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  4. Survey Challenges Quota Abuse Long Surveys Spam Decline of landlines Declining Response Rates Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  5. What Makes a Survey a Success? • Meets its original goal • Produces accurate data that is representative of the target population • Improves the satisfaction level of its respondents Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  6. The First Best Practice • vovici.com +1 800 787 8755
  7. The First Best Practice: Focus on a Goal • Be precise about what information you need to gather and what you plan on doing with it • If your organization hasn’t done a survey in a while, the tendency is for every department to chime in with questions they want you to ask • A narrow goal will help you to relentlessly simplify the survey Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  8. The First Best Practice: Focus on a Goal Good Goals Bad Goals • • It’s been a while; we should do a Determine how often callers into help desk check the customer- survey service web site before calling • What are our customers thinking • Prioritize feature ideas for new right now? products • Maybe customers would like it if • Find out how satisfied we provided support after 6 p.m. customers are with tech support • Let’s create a committee and • Determine if employees feel the see what they want to find out organization is living up its core from a survey values • vovici.com +1 800 787 8755
  9. The First Best Practice: Focus on a Goal • Talk to stakeholders who will use the data to understand their wants and needs • Can I meet the goals without doing a survey at all? • Is someone elsewhere in the organization doing a survey on this topic or researching this issue? • Are customers (or employees or …) the only source of this information? • Do our CRM, web analytics or other systems hold data that would address this issue? Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  10. The Second Best Practice • vovici.com +1 800 787 8755
  11. The 2nd Best Practice: Survey the Right Number of People Census Sample You only need a few sips to know how Survey everyone in your hot the whole pot of soup is… database Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  12. The 2nd Best Practice: Survey the Right Number of People Census Approach • Works best for populations under 1,000 individuals • May require you to utilize incentives to boost response to the appropriate level • Make sure you invite all respondents • Use reminders and deadlines to ensure highest response rates among your population Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  13. The 2nd Best Practice: Survey the Right Number of People Sampling Approach • Works best for populations over 1,000 individuals • Avoids fatiguing respondents • Segmentation allows you to obtain information on particular subgroups • Potential to develop a stratified sampling approach to get valid and reliable data from sub- groups Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  14. How Much Is Enough? Responses Needed for 95% Confidence with 5% Margin of Error 400 300 200 100 0 10 700 100 200 300 400 500 600 800 900 10,000 1000 100,000 1,000,000 Size of Target Population • vovici.com +1 800 787 8755
  15. Sampling Techniques Good Sampling Techniques Bad Sampling Techniques • • As random as possible selection Post a link from your home page of population • Conducting survey within an hour • Sending scheduled email • Surveying everyone just because reminders you can • Not inviting all potential respondents, leaving names available for future surveys • Caveat: For web surveys, make sure they are representative of population for which you have email addresses • vovici.com +1 800 787 8755
  16. The Third Best Practice • vovici.com +1 800 787 8755
  17. The Third Best Practice: Craft Your Invitation Carefully On A well-crafted invitation is Email List essential to jumping response Not on hurdles. Unsubscribe List Not Flagged as Spam Message Opened Link Clicked Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  18. The Third Best Practice: Craft Your Invitation Carefully • For general market research, do not On Email List buy lists without knowing the source Not on • Unsubscribe List For research to house lists, make sure Not Flaggedare double opt-in that lists as Spam • Strongly consider using external panel Message Opened from a reputable provider Link Clicked Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  19. The Third Best Practice: Craft Your Invitation Carefully On • Maintain a suppression list of Email List addresses that have opted-out Not on • Provide different categories of Unsubscribe Not Flagged as List opt-out (e.g., marketing email vs. Spam newsletters vs. surveys) Message Opened • Remove suppressed addresses Link prior to emailing Clicked Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  20. The Third Best Practice: Craft Your Invitation Carefully CAN-SPAM Compliance On Email List • Truthful subject lines Not on Unsubscribe List • Valid “From” e-mail Not Flagged as address Spam • Message Physical address Opened • Valid opt-out link Link Clicked • Avoid SPAM filter trigger words (“Free, “$”) Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  21. The Third Best Practice: Craft Your Invitation Carefully On Email List Not on Unsubscribe List Not Flagged as Spam Message Opened Link Clicked • Compelling subject line • Personal email address rather than corporate mail box Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  22. Clearing the Final Hurdle: Compelling Invitation Text • Less than 8 seconds to make a first impression Link Clicked • Tell recipients what you want them to do as soon as possible in the invitation • Know your audience and write the invitation with this knowledge in mind • Keep it short • Let them know how long the survey will be • Consider using HTML e-mails vs. text Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  23. Invitation in HTML • vovici.com +1 800 787 8755
  24. Proven Incentive Strategies • Use a combination of incentives and deadlines to gain rapid response • The first 100 people to submit a completed survey by May 31 will receive…. • Limit on number of incentives bounds your financial liability • Deadline creates sense of urgency • Relevant incentive motivates invitees • Stay away from sweepstakes due to complexities of state laws Koma’s First Law of Incentives: A large number of small incentives typically gets better response than a small number of large incentives Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  25. Response Rates Directly Proportional to Strength of Relationship 100% 80% 60% 40% 20% Low 0% High Average Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  26. The Fourth Best Practice • vovici.com +1 800 787 8755
  27. The Fourth Best Practice: Order Questions Logically • Use the inverted pyramid Screener approach, drilling down Open-Ended Questions General Questions Specific Questions Demographics Follow-up • vovici.com +1 800 787 8755
  28. The Fourth Best Practice: Order Questions Logically • Conventionally, screeners Screener route people out of survey depending on answers to Open-Ended Questions initial question General Questions • You have their attention; skip them out to another Specific Questions survey instead • Otherwise they get the Demographics impression their feedback isn’t valuable Follow-up • vovici.com +1 800 787 8755
  29. The Fourth Best Practice: Order Questions Logically • Start with essay questions Screener o ―What, if anything, do you like about…?‖ Open-Ended Questions o ―What, if anything, do you dislike…‖ • General Questions Capture their views in their own words before biasing them with Specific Questions your later questions • Demographics Answers provide color commentary to later closed- Follow-up ended questions • Answers validate choice lists • vovici.com +1 800 787 8755
  30. The Fourth Best Practice: Order Questions Logically • General questions can be Screener used to gather data used Open-Ended Questions to skip people over specific questions that don’t apply General Questions to them Specific Questions Demographics Follow-up • vovici.com +1 800 787 8755
  31. The Fourth Best Practice: Order Questions Logically • Use demographic and firmographic questions to Screener profile respondents and their organizations Open-Ended Questions • This will enable you to General Questions crosstabulate and compare subgroups Specific Questions • Place these near end as they are tedious and intrusive Demographics • Pre-populate from CRM Follow-up systems where possible, so that information can be updated rather than re-entered • vovici.com +1 800 787 8755
  32. The Fourth Best Practice: Order Questions Logically • Ask for any final comments Screener about any aspect of survey Open-Ended Questions or topic • Ask for permission to General Questions follow-up with them about Specific Questions their answers • Prompt if they have an Demographics issue they want to be Follow-up contacted about • vovici.com +1 800 787 8755
  33. The Fifth Best Practice • vovici.com +1 800 787 8755
  34. The Fifth Best Practice: Write Objective Questions • GIGO = Garbage In, Garbage Out: Poorly worded questions will lead to suspect results and erroneous conclusions • Respondents should not be able to determine where you stand on any topic o Use nonjudgmental wording o Choose neutral terms • Don’t ask leading questions o Not ―What do you like about your service?‖ o But ―What, if anything, do you like…?‖ Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  35. The Fifth Best Practice: Write Objective Questions • Remove ambiguity o Ask one item at a time: Not ―How would you rate our price and service?‖ o Avoid industry jargon o Write from the respondent’s perspective not your perspective o Don’t make subtle distinctions o Have others proofread your questions for clarity o Pre-test survey with a segment of your audience Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  36. Make Your Questions Specific and Objective • How far do you live from the nearest • Have you purchased a new big screen Kmart store? television in the past 12 months? • In the past 12 months, has anyone • How many minutes does it typically take purchased or rented a television that is at least a ―42 inch‖ model for use in you to drive to the Kmart store that is nearest to your home? your home? • Do you plan to vote for Senator Jones • On a typical Saturday afternoon, how or the young person who is long does it take you to get to the Kmart challenging his leadership? store that is nearest to your home? • Senator Jones and Chris Citizen are running for the United States Senate. Are you more likely to vote for Senator Jones, for Chris Citizen, or are you undecided? • vovici.com +1 800 787 8755
  37. Avoid Bias in Scales and Choice Lists • Use balanced response scales to ensure you’re getting accurate responses Excellent Poor 1 2 3 4 5 End Middle End Point Point Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  38. The Sixth Best Practice • vovici.com +1 800 787 8755
  39. The Sixth Best Practice: Shorten the Survey Abandonment Rate by # of Questions “When we survey customers, 70% they complain if the 60% questionnaire is too long.” “When we have longer 50% questionnaires, respondents 40% become fatigued; they don’t pay as close attention to their 30% answers. They rush to the 20% finish; the quality of the results is compromised.” 10% “We’re making our 0% questionnaires so long that 31-35 1-5 6-10 16-20 21-25 26-30 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76-80 81-85 86-90 91-95 11-15 96-100 respondents are dropping off half way through the survey.” • vovici.com +1 800 787 8755
  40. Tips for Shortening the Survey • Keep Your Focus – Remove questions that don’t directly address the goal of the survey • Ask Only Most Important Questions – Common research tactic to have three similar questions on similar topic: use one • Don’t Ask Esoteric Questions – Cut questions that make distinctions only apparent to those within your organization • Don’t Set False Expectations – Remove questions that raise issues that can’t be addressed (for customers, free services; for employees, extended vacation time) Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  41. Shorten the Survey from the Respondent’s Perspective • Skip Respondents Past Sections That Don’t Apply – Don’t subject respondent to survey about products or services they don’t have or can’t have • Import Answers – Use CRM data to pipe in answers to ―hidden questions‖ • Randomize Displayed Sections – For less important sections, randomly display only one section to each respondent • Break into Multiple Questionnaires – Maybe questions around different target groups are so different that they are best served with different questionnaires Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  42. The Seventh Best Practice • vovici.com +1 800 787 8755
  43. The Seventh Best Practice: Close the Feedback Loop • Your respondents contribute because o They value their relationship with you Share Survey o They want to see you improve • Explain what you’re using the data for • Share your data with those communities • Identify actions you’re taking as a result of survey • Consider using web seminars, video conferences and Improve Learn meetings to share data • Use this to stimulate additional participation and ongoing feedback • Set up an online community for ongoing feedback • vovici.com +1 800 787 8755
  44. Use Survey Alerts/Email Triggers to Improve Satisfaction Don’t Just Measure Satisfaction—Intervene to Improve It! • Email appropriate department when a respondent provides a negative rating of service • Reactive o Help-desk ticket satisfaction o General dissatisfaction o Hotel-stay satisfaction o Major-account satisfaction • Proactive o Customer-service satisfaction o Literature fulfillment Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  45. The Seven Best Practices for Successful Web Surveys 1. Focus on a Goal 2. Survey the Right Number of People 3. Craft Your Invitation Carefully 4. Order Questions Logically 5. Write Objective Questions 6. Shorten the Survey 7. Close the Feedback Loop Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  46. Our Approach: A Single Platform That Uniquely Combines: v4 Database Profile Survey Data Responses Online Surveys Proprietary Panels & Online Communities Business Intelligence Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  47. Special Book Offer: • Arrange a demonstration or request a call- back will receive a free copy of “Weapons of Mass Collaboration” by Vovici CEO Dean Wiltse • http://www.vovici.com Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
  48. Questions & Answers • To request a demonstration contact Copies of the slides are available by e-mailing a request to: your sales executive or: marketing@vovici.com • 1-800-787-8755 • marketing@vovici.com http://blog.vovici.com • Our presenters welcome your questions: • Jeffrey Henning, Chief Strategy Officer & Co-founder, jhenning@vovici.com • Brian Koma, Vice President of Marketing, bkoma@vovici.com Copies of these slides are available by e-mailing a request to: marketing@vovici.com • vovici.com +1 800 787 8755 This webinar is being recorded and is available for replay at www.vovici.com
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