Surveys are incredibly important when it comes to bettering your business, as it is one of the most reliable methods in gaining feedback
from your customers if you can objectively form questions. But… because we are in a constantly changing world, we need to stay up to date on what exactly the people want and that may mean we need to “check our ego at the door” and just let our audience tell us what are the most relevant questions to ask or subjects to discuss. We’ve mentioned before that you should let the customer tell you what’s up. It has become a corporate success mandate to let your target audience tell you exactly what they think could be improved upon or what they think is really working. You should always be assessing the voice of your customer so that you can ensure you are providing the right goods or services for them. Delighting your customers should be your main concern.
When you place such a huge emphasis on pleasing them, you are setting yourself up for achievement. Loyal customers are worth ten times more than their first purchase. They trust the business so they tell others about how great you are. When people see how much you care about their opinion, they will spread the word about your great customer service, thus garnering you more business. So now we know how important surveys are, let’s talk about how we can make them better. Most surveys fall into two categories:
Ultimately both of these approaches are very one-dimensional—and kind of boring.
- Standard multiple choice preset answers to fixed questions: ranging anywhere from 10 to 50 questions with 4-5 response choices, these types of surveys usually lead the respondent to the conclusion desired by the creator of the survey. This type of survey has the benefit of statistical reporting but as discussed, usually delivers exactly what was expected by the questionnaire.
- Open essay-like answers to open ended questions: ranging from 5 to 20 questions with free forum answers desired that can be limited to 256 characters or no limits at all (i.e. one could write a novel for a response). This type of survey has the benefit of allowing the respondent an open-ended forum for response but usually generates so much noise without the ability to correlate across respondents as to render it useless or only provide anecdotal data at best.
We now live in a socially driven world, even in business. So now is the time to get past the archaic practice of multiple-choice surveys or the wasted time of open essays and leverage the new tools that allow you to crowdsource and crowdsolve relevant issues to your business. A PoPin session, for example, lets people to actually vote and comment on topics. They could pose new ideas or raise important questions. You can even vote of specific comments on specific ideas in addition to the idea itself. This way, you are getting much better results; the feedback is more complete and more thought through. When you put these ideas into practice, your customers will clearly see that you actually care about their opinions and thus promote your business. It’s a win-win scenario. Let’s redefine what survey means
and make an even better system
for gather customer feedback.