Five Key Considerations for Customer Surveys
Jul 28, 2011 by Confero Inc.
Audience: Consider the audience for your survey. Are you striving for opinions from all customers and target markets? Or would you like to hone in on a particular age segment, such as young adults? Once you select your audience, define your objectives with your target in mind, then craft the survey questions. For a survey that pins down the most valuable data, companies customize question wording, selection, and survey length to best fit the audience.
Approach: Based on your target audience, choose the appropriate survey delivery method, including mail, email, phone, online, or a combination. Older respondents may prefer mail surveys, and may be more willing to complete a longer survey. Busy professionals, on the other hand, may prefer to respond to a five-question survey via mobile device. If you want to reach all segments, offer the survey through different mediums.
Incentives: Incentives for completing the survey impact response rates. Countless companies search for customer feedback and you need to make your survey invitation enticing. Taking your audience into account, determine a desirable incentive; consider an offer of downloadable incentives such as iTunes for younger respondents, or a future purchase discount for professionals, for example.
Transaction Code Verification: Determine if customers will enter a transaction code prior to completing the survey, and if you want the survey set up to confirm uniqueness of the code before the customer may continue with the survey. This option usually costs more, but ensures data quality and eliminates situations where customers may attempt to complete more than one survey.
- Sample size/pilot: Before launching into a full scale survey program, test the survey with a pilot group. Review responses from the small initial group of respondents and ensure that you are getting the types of information that your company really needs. Are customers misinterpreting the survey in any way? Do you need to reword any questions?