Customer satisfaction research is an important boon for any company. But only if it’s executed properly. Online surveys give customers the chance to voice their opinions. It makes them feel appreciated and leads toward a better relationship (which means more sales!). Unless you waste their time with an excessive amount of questions. So here are three reasons why surveys don’t work for businesses, so you know to avoid them.
3 Reasons Why Surveys Don’t Work
1. They take too much time
Customers are usually pressed for time. They want to give their feedback. It is their money on the line. But most surveys are dreadfully long. Over saturating the survey with questions will lead to customers having little interest in taking the survey. Most will just skip it. Try to keep the number of questions down to a manageable number. We recommend only asking one question with an optional follow-up question. Making your customer work harder than they have to will drive them away from providing honest feedback. Don’t make them type too much. And always be sure to give them a way to opt-out.
2. They don’t ask any good questions
This may seem obvious, but do you really know what questions you should be asking your customers? Most people believe that they do. But the majority of companies seem to struggle with asking the right questions. And surveys can only be as effective as the questions being asked. Make sure to ask relevant questions in order to receive actionable answers from your customers. Preparation is as important as execution when it comes to surveys.
3. Businesses don’t act quickly on the data
While companies perform surveys on a regular basis, they don’t take the time to look at gathered feedback and respond as regularly as they should. You need to follow up quickly to keep the attention of your customers. Most businesses fail to do this. And they let their customers stroll off to a competitor. Surveys equipped with a fast response and solution are the last defense against customers on the brink of churning. You don’t want to blow it.
Remember you cannot have success if your customers don’t have success. Use these tips to create surveys that will give you actionable data to improve the experience of your customers. Developing a positive relationship with customers now will lead towards long-term loyalty later. To start collecting user feedback today, use Yesinsights to create your own one-click-survey.