Consumer surveys are one of the best tools around for generating customer insight. They allow customers to express their feelings about interactions with your business. Surveys can also tell you what your customers value, what they like about your brand, and much more. But what happens when no one is taking your surveys? Chances are you’re falling into one of these five reasons. Luckily we can help you fix the problem.
Your Surveys Are Too Long and Overcomplicated
Take your own survey, and ask yourself if it’s too long or too complicated. Are your questions straightforward? Are they simple and the answers concise? Is it under ten questions, or are your customers filling out a mock SAT test?
These are important questions you need to ask yourself about your surveys. One of the greatest tips for having an effective survey is simplicity. A customer doesn’t want to spend more than five minutes of their personal time filling out questions for your business.
Think about it. You go to the store, likely spend about an hour on your shopping, and then you’re asked to take a survey which turns out to be over ten questions. Would you want to spend your personal time filling it out?
Keep your surveys short and simple.
- How would you rate your experience with us today?
- Was there anything specific you liked or disliked?
- How can we improve our customer service?
These three questions are direct, but brimming with opportunities to gather valuable information without overwhelming the customer.
When a customer makes a purchase from your store, you should be sending them an email survey. If you’ve just signed a contract, and they use your service, you should be sending a survey. Timing is one of the key factors in utilizing surveys.
- Send your surveys directly after a customer interaction
- Don’t wait until weeks or months down the road. The customer has likely forgotten the details of their transaction
- Don’t attempt to have a customer fill out a survey during their transaction
Bad timing can make a customer irritated or unwilling to complete your survey.
You’re Trying To Survey Them On The Wrong Platform
There are many platforms you can survey customers on; phone surveys, email surveys, in-app surveys, paper surveys, and more. Your customers may not be filling out your surveys simply because you’re sending them to the wrong platforms.
Phone surveys, while still a viable option, are generally irritating and disruptive. The customer will have to stop whatever it is they’re doing and focus on the telephone for 5-10 minutes. Pay attention to how your customers use their devices.
Are they using your brand’s app often? Survey them in-app. Do they check emails many times per day? Send an email survey. The best way to figure out how a customer uses their device is to ask. “Would you prefer a survey over the phone or in email format?” or “would you be willing to fill out a survey in our app?”. Communicate with your customers and figure out their preferences.
Choosing the right tools to send your surveys is another essential part of the process. While there are many websites that can assist your brand in creating and sending the best surveys, certain sites have more tools and customization options. Google Surveys and SurveyMonkey only provide the most basic customization and tools, whereas you can find great Surveymonkey audience survey alternatives that are much more in depth. Their surveys have excellent reach and a customizable interface.
Customers Want Incentives
Nobody wants to do anything for free, not even take a simple survey. Offering a coupon or some other incentive to a customer for taking the survey lets them know that you not only appreciate their feedback but that it’s so important to you that you’re willing to offer them something of value for it.
A few examples include:
- In-store coupon or discount for their next purchase
- A subscription to an online newsletter
- A $5 gift card
- A chance to win substantial prizes
- A free add-on to their next purchase
Offering incentives can give the customer that extra push to want to complete your survey, giving you the information you’re looking for, and the customer something to smile about.
You’re Surveying Too Often
Surveying a customer over and over again throughout the week is a great way to get them to unsubscribe to your email list, and maybe even your brand. Getting email after email, survey after survey can be irritating and downright disrespectful of the customer’s time.
Send your surveys only when necessary. If you have regulars that buy the same items each visit, maybe a survey every time is a bit much. But if they purchase a different product or service, that could be a good time for a survey. If you’re making any big changes within the company, that can also be the right time to ask for the customers’ feedback.
If you’re launching a new product, you’ll definitely want to get your customers’ opinions. Keep your surveys simple and short, and only send them when it’s appropriate. No one wants an email every day asking them to do a survey.
Surveys Are Beneficial, But Only When Done Right
The consumer survey has revolutionized the way customers and businesses interact. This crucial tool can make you more aware of customer preferences, what your business excels (or fails) at, and what direction your customers would like to see the business go.
Sending too many surveys, overcomplicated surveys, or no incentive for their opinion can potentially irritate a customer or even cause them to disengage with your brand. Simplicity is the key to success with surveys. Be mindful of your customers. A business that knows its customers is more successful than one that tunes them out.