Alright, now you know which of the customer feedback tools suits your needs the best (fingers crossed it’s ours!). What now?
Well, creating feedback a guest satisfaction survey or feedback is as much about the tool as it is about the content of the feedback itself. So it is quite important to make sure you create the perfect satisfaction survey/ feedback form from the very beginning.
The “thing” with online feedback of any kind is that it can come off as quite annoying for the end-user - if it’s not used correctly, that is. Sometimes, it feels more difficult to convince people to fill in a two-minute survey than to convince them to buy products worth thousands of dollars.
When your survey is correctly built and phrased, however, you automatically boost your odds of receiving as many answers as possible.
Some of the tips you might want to consider when creating any kind of customer feedback survey include the following:
- Short, sweet, and simple. Your customers are very, very nice to give you their feedback. Don’t keep them long and don’t make it any more difficult for them than it is absolutely necessary. Keep the number of questions as low as possible, keep the questions themselves very short, and make sure the entire functionality of the survey and its structure are simple and smooth to follow.
- Multiple types of questions. Make your survey interesting, keep your responders on their toes a little by providing them with different types of questions to answer: open-end, yes or no, multiple choice, etc. Offering your responders multiple types of questions to answer will also give you a better understanding of what they like and what they would improve about their experience with your business.
- Be consistent. Not only should you be consistent in terms of tone of voice and style, but in terms of ratings as well. If one question uses NPS (Net Promoter Score) to grade your services, then all of them should do the same. Otherwise, your data will be inaccurate and quite impossible to trust.
- Avoid biases. It’s easy to phrase your questions in a way that makes it hard for your customers to respond unfavorably. Sometimes, you may not even realize you’re doing it - and this is why it is very important to be fully conscious of any bias you may have towards your product. Be as neutral as possible when asking your questions!
- Give them something in return. Some may call this bribing. Others may call it being grateful. Regardless of where you stand on this, one thing’s for certain: people are far more likely to take two minutes to answer your questions if they are offered something in return. It can be a discount, account credit, an eBook, or anything else that will provide them with value.
Obviously, this is the short version. The long version would most likely look like an anthology of tips with volumes numbered from 1 to 30.
The main idea, however, is that you shouldn’t take your customers’ answers for granted. They take their time to answer your questions - and they are most definitely not obliged to do so. Treat them right by not wasting their time and by making it easy for them to help you.
In the end, customer satisfaction survey best practices are not just about boosting the number of answers you get, but also about making sure this is a smooth, pleasant experience for your respondents.
Without that, you are just tossing out questions into cyberspace - and, in return, receiving answers that are, most likely, unreliable. And when that happens, the whole point of collecting customer feedback becomes futile - because there’s no point in collecting thousands upon thousands of answers if little of all the data has any kind of value.