Customer surveys can be used to find out what has and hasn’t worked well for your customers. These questionnaires can be used to find out whether customers are satisfied overall with products and services offered by the company. The feedback you get from surveys will prove invaluable as it will allow you to improve customer experience, increase referrals, and retain more customers. All of this will have a positive impact on your company’s bottom-line. However, you need to craft a useful survey to get actionable insights about your customers.
In this post, you will learn how to assemble a successful customer service evaluation survey that proves helpful in improving customer service.
1. Define the Objective
You need to define the overall objective of your survey, otherwise the questions and responses will be too general to be useful. Do you want to find out problems experienced by customers? Do you want to know about the interests and disinterests of customers? Do you want to identify essential features that customers want in a product? Are you trying to evaluate the efficacy of a recent sale, a new product, or an advertising tactic? And, along with these initial questions, always follow them up by asking “why do I want to know this piece of information?” Have a plan for how that information can be beneficial.
Whatever the objective is, make sure that you write it down before crafting a survey. This process will help you to come up with questions that are relevant and meaningful.
2. Choose a Relevant Template
You can find different pre-made templates online that you can customize according to your needs. You can edit the template and include questions to suit the survey objective, which will help save time as compared to designing a survey from scratch.
3. Include Open-Ended Questions
In addition to having specific (i.e., multiple choice, yes/no, true/false) questions, you need to include open-ended questions as well. Let your customers rant and rave as they please and look for common patterns – either with other responses that particular customer provided or with responses provided by other customers. Patterns can point to problems or points that can be built upon and strengthened.
4. Ask Clear Questions
You should ask straightforward questions and don’t let yourself drift away from the primary objective of the survey. Try to make it easier for customers by asking questions that are clear and concise. Avoid including issues that are vague such as: “Do you order our products regularly?” Instead, you should ask, “Do you order products from us at least once a month?”
5. Keep it Short
You should not include more than ten questions in the survey. Ideally, the questionnaire should contain about 5-6 items. Most of your customers are busy, so you should respect their time by keeping the survey short.
6. Select the Right Format
Lastly, you should select the right format for conducting a survey. The most cost-effective option is online surveys. You can send questionnaires to your customers through email, live chat support service, or social media. The above tips will help in creating a useful survey, but make sure that you include questions that are in line with the survey objectives. Ask about only one thing in a question and avoid making them difficult for your customers to decipher. Also, keep in mind, the items included in the customer service evaluation survey should be appropriate for your target audience.