Lately, the surveys are so skewed, it is almost unethical. I was at one retail place and I finished making a big purchase. The person helping me pleaded with me to complete an email survey and make sure to mark any response as a 10 (Highest Value). He then told me if I was going to mark anything less to call him and see what he could do to change my opinion. (This why I hate surveys with a passion)
This week we initiated a client survey to 1,230 people with 6 questions. Yes, you read that right. Well there were actually 7. More on that later. The survey went out December 11, 2013 and I am happy to report that we have already received 300 responses so far. That is roughly a 25% return already. If you want a successful client survey, it really isn’t that hard to do.
I believe there were several factors that made this a successful survey.
1) Six questions – We tell the respondent up front how many questions there are and keep the number of questions to a minimum. How many surveys have you taken where you know the number of questions before you take it. Most of the time, people use time frames like 5- 10 minutes. Seriously – Do you really need to ask 50 – 100 questions
2) Have a question at the end of the survey and offer something to your client. Would you rather have gift item a or gift item b? People like to know they are appreciated for their time and responses.
3) Target a particular sector of your clients. Surveys to a general population may require more questions. Keep your survey simple and analyzed the information for that particular group.
4) Schedule surveys once or twice a year. There are way too many surveys out there. Don’t be one of those restaurants who always gives an 800 number with your bill. By the way, do you know of anyone who has won $1,000.00 by answering those type of surveys. I have never known anyone who has won.
Survey information can be very valuable. I can trace back five projects that were completed in 2013 because of input we received from our client survey.
Jeroen van Oostrom
Image courtesy of Jeroen van Oostrom / FreeDigitalPhotos.net