INTRODUCTION TO
CUSTOMER SURVEYS
how to get effective feedback
WHAT ARE WE TALKING ABOUT?
https://drive.google.com/a/chrismohritz.com/previewtemplate?
id=0AvdJ8Z5xtcZvdHUxYV90YjEtbG5qZk...
WHY DO WE CARE?
● Measure satisfaction (or dissatisfaction)
● Determine critical needs
● Offer opportunity to provide feed...
HOW CAN WE SURVEY?
● Face-to-Face
● Telephone
● Direct Mail
● Banner Ads
● Email*
* - Watch Spam laws
ONLINE TOOLS
STUFF TO KEEP IN MIND
12 tips for successful surveys
SINGLE-MINDED OBJECTIVE
● Only the feedback you really need
● Narrow down to focus on root of the issue
● Avoid “just one ...
KEEP IT SHORT
● Shoot for < 5 mins
● No longer than 10 mins
● Avoid questions > 10
answer options
● Use short & simple
wor...
KEEP IT EASY TO MEASURE
● Assign point values to each answer
● Ask closed-ended questions
Good
Which of our services do
yo...
NO COMPOUND QUESTIONS
● One answer per question
● Provide “Other”, “Prefer Not to Answer”, or
“Not Applicable” options whe...
DON’T ADD BIAS
● Don’t lead answers in a particular direction
● Avoid extremes
How likely are you of referring our busines...
AVOID REQUIRED QUESTIONS
● May decrease response rate
● Only ask what is absolutely needed for a
business decision
● Keep ...
QUESTION ORDER IS CRITICAL
● Start easy progress to greater complexity
● Question #1 and #2 should engage the
respondent
●...
GROUP RELATED QUESTIONS
● Set questions in a logical flow
● Break up related question groups into
multiple pages
● Include...
TEST, TEST, TEST
● Send draft of survey to a 2 or 3 trusted
people for feedback
● Ask them to time completion time
● Ask f...
SET EXPECTATIONS UP FRONT
● Always explain why you’re asking the
questions
● Provide an estimated completion time
● Explai...
TARGET THE RIGHT PEOPLE
● Know your target audience
● Send it to the segment of your audience
that cares most about questi...
SHARE RESULTS & ACTIONS
● Notify respondents when survey is
complete and data has been analyzed
● Let them know what you l...
QUESTIONS?
chris@chrismohritz.com
REF: http://goo.gl/rkjiul
Introduction to Customer Surveys : 12 Tips For Getting Effective Feedback
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Introduction to Customer Surveys : 12 Tips For Getting Effective Feedback

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This short presentation covers basic information on writing effective survey questions, a few online resources, and how to interact with respondents.

Published in: Business, Technology
  • I found Chris's presentation to be Direct, To The Point, and Useful. I was able to implement a couple of ideas immediately and found New Resources to add to my arsenal of tools. Thanks, Chris
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Introduction to Customer Surveys : 12 Tips For Getting Effective Feedback

  1. 1. INTRODUCTION TO CUSTOMER SURVEYS how to get effective feedback
  2. 2. WHAT ARE WE TALKING ABOUT? https://drive.google.com/a/chrismohritz.com/previewtemplate? id=0AvdJ8Z5xtcZvdHUxYV90YjEtbG5qZkltX0ZVRHN3MlE&mode=pub lic https://drive.google.com/a/chrismohritz.com/previewtemplate? id=0Ahj0nfiBRBBkdGhVRFUtdVVJMndvN1NjbjQ2RU0wQ0E&mode=p ublic https://drive.google.com/a/chrismohritz.com/previewtemplate? id=0AhQ8v8_5qG0pdFpQZWJyVFVnbVZ5RDkwMElYdjlQckE&mode=p ublic
  3. 3. WHY DO WE CARE? ● Measure satisfaction (or dissatisfaction) ● Determine critical needs ● Offer opportunity to provide feedback ● Develop more personal relationships
  4. 4. HOW CAN WE SURVEY? ● Face-to-Face ● Telephone ● Direct Mail ● Banner Ads ● Email* * - Watch Spam laws
  5. 5. ONLINE TOOLS
  6. 6. STUFF TO KEEP IN MIND 12 tips for successful surveys
  7. 7. SINGLE-MINDED OBJECTIVE ● Only the feedback you really need ● Narrow down to focus on root of the issue ● Avoid “just one more question” syndrome ● Plan before creating your questions
  8. 8. KEEP IT SHORT ● Shoot for < 5 mins ● No longer than 10 mins ● Avoid questions > 10 answer options ● Use short & simple words ● Avoid technical jargon
  9. 9. KEEP IT EASY TO MEASURE ● Assign point values to each answer ● Ask closed-ended questions Good Which of our services do you use? 1. Massage 2. Hair Stylist 3. Nails Bad What do you like about our salon?
  10. 10. NO COMPOUND QUESTIONS ● One answer per question ● Provide “Other”, “Prefer Not to Answer”, or “Not Applicable” options where applicable Good Do you like pizza? Do you like ice cream? Bad Do you like pizza and ice cream?
  11. 11. DON’T ADD BIAS ● Don’t lead answers in a particular direction ● Avoid extremes How likely are you of referring our business to your friends? Good 1. Not very 2. Extremely Bad 1. Always 2. Never
  12. 12. AVOID REQUIRED QUESTIONS ● May decrease response rate ● Only ask what is absolutely needed for a business decision ● Keep it “painless”
  13. 13. QUESTION ORDER IS CRITICAL ● Start easy progress to greater complexity ● Question #1 and #2 should engage the respondent ● Keep early questions easy and interesting ● Early questions set the flow ● Profile or demographic questions go at the end
  14. 14. GROUP RELATED QUESTIONS ● Set questions in a logical flow ● Break up related question groups into multiple pages ● Include descriptions to introduce each group of questions
  15. 15. TEST, TEST, TEST ● Send draft of survey to a 2 or 3 trusted people for feedback ● Ask them to time completion time ● Ask for feedback on the overall flow ● Verify answer format provides useful data
  16. 16. SET EXPECTATIONS UP FRONT ● Always explain why you’re asking the questions ● Provide an estimated completion time ● Explain what you’ll be doing with the response ● Focus on the reader (use “you”)
  17. 17. TARGET THE RIGHT PEOPLE ● Know your target audience ● Send it to the segment of your audience that cares most about question topics
  18. 18. SHARE RESULTS & ACTIONS ● Notify respondents when survey is complete and data has been analyzed ● Let them know what you learned ● Let them know what actions you’ll be taking as a result ● This helps validate your relationship with them ● Also conveys their opinions make a difference
  19. 19. QUESTIONS? chris@chrismohritz.com REF: http://goo.gl/rkjiul

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