How do you know your product, your program or your service is delivering on the promises you made to your customers? Your sales people say the offering is great, your literature enforces that message and your customer buys, however, what about buyer’s remorse, or the following days, weeks, months and years; are your customer’s still happy about the promise made?
One way to find the answer to these questions is to create a “good” survey; by the way, the other is to pick up the phone or to visit in person and ask.
This short article provides 10 good keys guaranteed to deliver a really good survey.
- Develop a set of objectives – “what do you want to know”. So, many organizations and people skip this step. They immediately jump in and begin to consider the questions they want to ask.
- Clearly state the intentions of the survey. It is important to communicate the intentions of the survey to both those taking the survey and to those asking to have the survey created.
- Present surveys in an organized layout, include instructions and keep it short. Layout, layout, layout, we, the human race, think visually first! So, be sure the layout is inviting. (Right-side of the brain thing)
- Structure survey based on the information you are looking to capture. Order and/or group the questions. If you took care of the layout, then this addresses the left side of the brain.
- Use different question types (“fixed responses” and “open”). Mix it up. You know, as a consumer of digital information we have a very short intention span.
- Ask one question at a time (no “double” questions). Be precise with your questions.
- Don’t ask for personal information. This is off limits on many levels.
- Do not bias your questions. Do you really want to know what your customers are thinking; then be sure to objectively present your questions.
- Ask questions that can be answered. Remember K.I.S.S.?
- Before using survey review against your objectives and test. Now, before you hit the publish or print button – review!
Follow these steps and you WILL have a good survey. Good luck on finding out if your customers think you kept your promises.
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