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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