One of the biggest problems with satisfaction surveys is that many customers won’t fill them in. Many surveys are boring, asking too many detailed questions and consumers get bothered to complete them too often.  Internet and mobile technology allow for new methods of engaging customers. Here are some of the old techniques I have seen recently in surveys I have completed, followed by some new techniques you might not have considered. My thanks to Qualtrics for demonstrating these new survey and market research techniques and allowing me to use excerpts from their demo materials in this post.

Tried and True  Survey Techniques

Some companies resort to one question only.

A typical  overall satisfaction questions look like this:

Then there are the detailed questions, often these may going on for several pages. Here’s a short one.


A branch question may take a customer to a customized set of questions for their situation.


New Survey and Research Techniques

1. Use  Sliders instead of ‘pick a number’. There is novelty in these kinds of questions.

a. Happy Face

b. Slider alone

2 Determine how many products your customer has of  yours. This way you can rank the feedback you are getting based on how valuable the customer is to you. They just click on the products they own. This technique can be used for services as well.

3. Research Customer Preferences by asking them to make a selection spatially.

then show them the results including other votes. Customers are more satisfied when they see what others have chosen, whether it is their choice or not.

4. Drag and Drop and Reorder. Gain insight into customer preferences and even their ranking of their likes and dislikes.

After the drag and drop, the customer can show ranking within likes and dislikes. This question type can be used for importance questions in addition to satisfaction questions.

5. Include a video. Get a reaction to a video. Determine if a customer liked a video they have seen or one you would like them to see.


The techniques shown in this article are just a few of the new types of survey techniques that can be used today. Not every survey provider will offer these features. Qualtrics is one of the vendors providing these kinds of tools as part of their survey offerings. There may be other vendors as well.

Are you using any of these techniques? Would they make sense for your organization? Leave your thoughts in the comments section below.


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

2 Responses to “How to create Satisfaction surveys Customers will Love to Complete”

  1. Frank Says:

    Adele this is a very welcomed posting. I totally agree consumers, meaning me, are absolutely fed up with detailed surveys. Your posting present viable alternatives that I would be happy to complete. My only hope is that lots of business listen to your advice. It is long overdue.

  2. Adele Says:

    Thank you Frank.

    It is amazing to me the new things one can do now that the internet and mobile technology is available. I also understand that it is hard to change. An organization needs to establish a new baseline otherwise it cannot compare itself to prior time periods. But careful planning can allow organizations to migrate to newer approaches. New techniques can be tried with new products, new services, or new ventures.

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