Gathering customer feedback is more than sending a list of questions and hope for a response. To get meaningful feedback, you need to keep 3 things in mind.
- Purpose of the survey – It is important to identify the purpose as it sets the stage for everything you do with the survey. Do you want to gather feedback on the quality of customer service or how quickly customer problems are resolved? The two purposes seem to be similar but the questions you ask are very different.
- Survey questions – the types of questions and how you phrase the questions are important. Vague questions get wishy washy responses that are hard to draw conclusions from. The number of questions is also important. No one likes a long survey, so make it as concise as you can. Ask relevant questions.
- Who do you want to send the survey to? – The tendency is to send the survey to as many people as possible. However, you get better information when you target the right people. For example, customers in big cities have different needs and expectations from those in small towns. By segmenting your survey groups, you will collect more meaningful information.
As you design your next customer survey, please keep these 3 things in mind.