This short presentation covers basic information on writing effective survey questions, a few online resources, and how to interact with respondents.

2. INTRODUCTION TO
CUSTOMER SURVEYS
how to get effective feedback

3. WHAT ARE WE TALKING ABOUT?
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4. WHY DO WE CARE?
● Measure satisfaction (or dissatisfaction)
● Determine critical needs
● Offer opportunity to provide feedback
● Develop more personal relationships

5. HOW CAN WE SURVEY?
● Face-to-Face
● Telephone
● Direct Mail
● Banner Ads
● Email*
* - Watch Spam laws

6. ONLINE TOOLS

7. STUFF TO KEEP IN MIND
12 tips for successful surveys

8. SINGLE-MINDED OBJECTIVE
● Only the feedback you really need
● Narrow down to focus on root of the issue
● Avoid “just one more question” syndrome
● Plan before creating your questions

9. KEEP IT SHORT
● Shoot for < 5 mins
● No longer than 10 mins
● Avoid questions > 10
answer options
● Use short & simple
words
● Avoid technical jargon

10. KEEP IT EASY TO MEASURE
● Assign point values to each answer
● Ask closed-ended questions
Good
Which of our services do
you use?
1. Massage
2. Hair Stylist
3. Nails
Bad
What do you like about our
salon?

11. NO COMPOUND QUESTIONS
● One answer per question
● Provide “Other”, “Prefer Not to Answer”, or
“Not Applicable” options where applicable
Good
Do you like pizza?
Do you like ice cream?
Bad
Do you like pizza and ice
cream?

12. DON’T ADD BIAS
● Don’t lead answers in a particular direction
● Avoid extremes
How likely are you of referring our business to your
friends?
Good
1. Not very
2. Extremely
Bad
1. Always
2. Never

13. AVOID REQUIRED QUESTIONS
● May decrease response rate
● Only ask what is absolutely needed for a
business decision
● Keep it “painless”

14. QUESTION ORDER IS CRITICAL
● Start easy progress to greater complexity
● Question #1 and #2 should engage the
respondent
● Keep early questions easy and interesting
● Early questions set the flow
● Profile or demographic questions go at the
end

15. GROUP RELATED QUESTIONS
● Set questions in a logical flow
● Break up related question groups into
multiple pages
● Include descriptions to introduce each
group of questions

16. TEST, TEST, TEST
● Send draft of survey to a 2 or 3 trusted
people for feedback
● Ask them to time completion time
● Ask for feedback on the overall flow
● Verify answer format provides useful data

17. SET EXPECTATIONS UP FRONT
● Always explain why you’re asking the
questions
● Provide an estimated completion time
● Explain what you’ll be doing with the
response
● Focus on the reader (use “you”)

18. TARGET THE RIGHT PEOPLE
● Know your target audience
● Send it to the segment of your audience
that cares most about question topics

19. SHARE RESULTS & ACTIONS
● Notify respondents when survey is
complete and data has been analyzed
● Let them know what you learned
● Let them know what actions you’ll be
taking as a result
● This helps validate your relationship with
them
● Also conveys their opinions make a
difference

20. QUESTIONS?
chris@chrismohritz.com
REF: http://goo.gl/rkjiul