Tips to Keep in Mind for Deploying Organizational Surveys
It seems today that we are constantly asked for feedback, ideas for improvement, and preferences from the companies we interact with. Whether it be post-purchase emails, spam pop-up windows, static feedback links, or “suggestion” adds, organizations are finding ways to creatively engage customers for their thoughts and opinions for future interactions and purchases.
Given the numerous channels to potentially interact with customers, companies are discovering innovative methods and utilizing various platforms (i.e. interactive voice response (IVR), web-based surveys). However, in order to effectively survey customers for organizational changes, it is important to keep a few tips in mind.
Determine the Appropriate Parameters
The options to deploy and customize a survey are endless. Organizations can customize who sees the surveys, what content is displayed, and when customers actually are able to see them. Data can be tracked back to individual customers or answered anonymously. Define the purpose for your survey and continually re-visit why and how you want to interact with your customers.
Some Data is Better than No Data
It’s all too easy to get caught up in the configuration options of surveys – pop-ups from the left or right of the screen, a black or blue “Start Survey” button, or the font size of the email. Proactively surveying customers is new for most companies today, which means there isn’t a significant amount of consumer data to begin with. Understand any data you collect will be helpful. Develop a process for to update and manage survey feedback. There will be future survey iterations. Don’t underestimate the value of baseline data.
Keep It Short
Attention-span for surveys in this instant-gratification world is small. In order to ensure minimal drop-out rate, keep surveys precise. Be sure each question included is structured so the information from it will provide you with direct action. For example, ask questions related to website functionality and visual appeal, if your organization is attempting to determine if a website re-design should be budgeted for the upcoming year. If surveys are longer, prepare the customer by explaining how many questions are included or how long it will take to complete the survey from beginning to end.
Once customer feedback is collected, aggregated and reported on, companies must utilize the data to drive measurable and noticeable transformation. Do not stop the customer conversation you originally started. Closed loop feedback ensures customers are aware that the time spent to respond to the survey was impactful for future interactions!
Consumer feedback is imperative to improve the overall customer experience. As an organization, hopefully you won’t ask extra questions because you are “just curious.” And as a customer, maybe you will think twice, before you hurriedly close the “Start Survey” pop-up.