If you are not surveying your audience at least 3 times a month, you are missing your main available channel to understand and really know your customers in depth.
Here are the 4 most important points that you got to have in mind to create surveys where your clients feel involved and want to answer honestly.
1. The Main Message: This is for them
To make your audience feel interested in your survey first remember that you are doing this for them. In order to serve them better than anyone.
Make them feel special, heard. “We want to know what you think …” is a good phrase to start, but if you can approach it from their point of view, much better:
- What did you think of the service that was provided to you?
- How would you improve [product]?
- How would you rate the customer service your received?
- Do you dare to express your opinion about [product]?
The last survey (which I published about two hours ago for one of my companies in Colombia) said:
“Do you like your voice to be heard? It’ll take you less than 1 minute to express what you think about [market] in this survey. ”
You’ll notice that it doesn’t say anything about us, but everything’s about them.
2. If You’re Having a Hard Time, Provide Incentives
Maybe your audience is not the most faithful in the market, maybe your product is a commodity and your customers are not so interested in feeling heard about their choice of bottled water.
In case you’re having a hard time getting responses responses, look for ways to offer incentives that your audience considers valuable.
Gifts, discounts and raffles.
If you decide to go this route, please please please offer something that has real value.
A raffle for 2 × 1 on low-cost products will not incentivize anyone. Neither will a 10% discount.
Find a way to give real value. Even think about partnering with other businesses and split (or multiply) the gift.
The bigger the gift, the more questions you can ask in the survey.
Results visible to all.
If you are part of a community where everyone can learn from the rest, consider offering the results publicly (or in a closed group of respondents) so that we can all inform ourselves and gain value from the survey.
I see this a lot in the SEO community where people love answering surveys so they can get a peek at the results.
3. Keep it Short and Relevant
It is very likely that you don’t need to ask each respondent their first and last name, phone number, email address, home address, age and socio-economic level.
In most cases you can:
- Separate respondents into profiled groups in advance and provide different surveys for each group.
- Obtain personal data from your own customer databases by means of some identifier (request only the email as the unique identifier of the respondent)
You gotta make life easy for your customers. You can’t just expect them to tell you their life story, specially if you already have the information in your customers databases.
Now, how many questions are too many?
I love breaking it up in short surveys (2-3 questions), and sending them through out the week/month. But we have it easy because of our constant immediate communication with our customers via Whatsapp, might not be as easy for everyone.
So when reviewing your questions keep this in mind:
- Is this question relevant to the survey?
- Will the answer to the question help me serve my customers better?
Also, always remember to give a neutral option for those customers who might not have a specific answer.
“Have you closed any deals with our app yet? 1- Yes many, 2- Yes some, 3- Yes but just one, 4- None yet. ”
If they answered “4- None yet” maybe several upcoming questions become irrelevant and you can save time to answer them.
Most online survey services have the ability to insert this type of conditional logic.
4. Spread Surveys through Different Channels
After working hard creating a survey, the last thing you want to do is print a bunch of copies and leave on the counter next to the cash register.
Check the all communication channels you have with your clients (phone, email, SMS, Facebook, Instagram, Twitter) and make sure you occupy all those that you consider relevant.
If you have a large number of followers or subscribers, or you are doing retargeting campaigns, consider the possibility of sending them the survey through advertisements.
Now, remember that each platform is its own ecosystem, do not limit yourself and your business by sharing the survey link like a twat.
Instead, create surveys with the tools provided by each platform.
Not only do native surveys receive much greater dissemination, but, there’s a reason Twitter surveys limit you to 4 options. They have thought this out already. On Twitter you can do one survey per day, or several on the same day, and gather thousands of responses if you know how to reach your community.
And were are done, it was short but I hope somewhat powerful 🙂