Looking for ways to make the most of your customer survey form, maximize feedback, and make sales at the same time?
If you've been in business for any amount of time, you already know the importance of the customer service survey. It's vital to know what your customers think of your products and services. The data you collect from your customer survey form can help you identify upcoming trends and avoid over-investing in areas that may soon decline.
But customer service surveys can be so much more than just a way to gather data. You can increase engagement with this touchpoint and potentially make sales as well. When you implement these practical tips in your customer survey form, you can make a difference in your data, your customer relationships, and your bottom line.
10. Personalize the questions
If you're sending out a customer service survey to your customers, chances are you already have some useful information about them. Use conditional logic to display different questions for different customers. This can be especially useful if your business works with distinctly separate customer groups.
You can offer different questions to commercial clients vs. non-commercial clients, etc. If you run an online clothing store, for instance, different questions for men and women on your customer survey form may provide valuable insights that are easier to act upon.
9. Keep it short and simple
The last survey I filled out took nearly 15 minutes. It was for a company I liked, and I knew there was an Amazon coupon at the end of it, but I still nearly gave up near the end!
The simple fact is that people are busy and don't have much time to spare. Many people are also concerned about their privacy and online security, so questions that don't seem to have any direct relation to their purchase can be off-putting. Keep it as short and as simple as possible, prioritizing the most valuable data for your customer survey form.
8. Ask only questions that fulfill your end goal
It's true, some abstract questions give insights that the general public may not be immediately aware of. However, as a general rule, your customer survey should be straight to the point. Set your goals clearly in mind BEFORE creating your customer survey form and crafting your questions. Spend more time planning your questions and thinking about how the goals will shape your decisions and future actions. Think about specific questions related to your business and build your survey around them.
7. Avoid leading and loaded questions
How would you react if you saw this question on a customer survey form: "We have recently upgraded our online features to provide a first-class tool. What are your thoughts on the new site?" It's a badly thought out and very leading question. Leading questions will always produce skewed results. To get genuine results that have real-world value, your questions must be neutral and worded in a way that allows unbiased answers.
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6. Offer pre-selected answers
If you're asking a question like "How satisfied were you with your last purchase?" you may be inclined to go with a simple scale field ranging from one to ten to rate satisfaction. This allows customers to give some information but doesn't allow them to give any reasons. Adding a text box asking "Why did you answer that way?" is not only off-putting, but it means your form takes much longer to complete.
Craft your options to give you more detailed feedback without slowing down the form completion process. Piped surveys are also a great way to speed up the process.
5. Make it easy to use
These days, this should go without saying, but your customer survey form MUST be mobile friendly! It's surprising how many I see that are built only for desktop devices. They either look bad or just don't function at all on phones and tablets.
Formidable makes building responsive survey forms easy. Our Bootstrap plugin allows even more mobile-first display options. Even on a desktop, long survey forms need to be split up into manageable sections. Take advantage of the multi-page form building features of Formidable to design an online survey form that is easy on the eye and doesn't overwhelm the user. Use the progress bar and rootline features to display progress and let users know that the end isn't too far away!
4. Say "thank you"
Put the words "thank you" on the screen. Let your customers know you appreciate them in the simplest way possible. It's small, but it really means something!
Many people like to do this on the redirect URL after the survey form is submitted, but personally I like to add this in a HTML block above the submit button. I want to save the redirect URL for promoting some special offers and have as few distractions as possible!
3. Redirect to a special offer
This is a trick that most customer service surveys I've completed have missed. You have an existing customer on your website, a captive audience. You've offered a time limited coupon code, so shopping is already on their mind. What better time is there to make a sale? I always aim to set the submission URL at the end of my customer surveys to display a thank you page designed for on the spot sales.
Try offering a coupon code with a prominent expiration date that is only two or three days away. Combine this with a display of popular items that have limited stock, or that are new to your store and you can draw your customer in and make a sale on the spot. Done right, you can get survey information and a sale in one go!
2. Graph your results
Sometimes useful data can look like a big jumble of numbers. It can be hard to see the wood through the trees! That's where graphing comes in. You can create dynamic graphs that update as new entries are added. Display your results in a way that is easy to interpret and where, with main points visible at a glance. This tutorial on graphing shows how to display your results.
1. Offer an incentive
This is probably the most important step. You know from personal experience just how easy it is to delete an email requesting you to complete a survey. Even before your customer reaches your website, give them a reason to click your link instead of clicking delete. A simple opening headline like "Claim your 20% off coupon when you complete our 5 minute survey" can give a significant increase to the number of survey participants.
An online survey form is about more than just gathering information. It can be used to generate customer interaction, increase performance, and even drive sales.
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