What is a Customer Experience Survey?
Customer experience surveys are used by organizations to collect feedback on various touchpoints within the customer journey. CX surveys can yield powerful data that improves decision making, and increases customer retention. The way you design your CX survey can play a huge role in determining the quality of data you obtain, as well as your survey response rate. Within this article, we will share with you a list of tips using which you can create an effective customer experience survey using survey software.
13 Tips to Design an Effective Customer Experience Survey
Let’s go over some tips that will help you effectively create a customer experience survey that will yield actionable insights using a customer experience tool.
1. Focus on the Use of Closed-ended Questions
Closed-ended questions provide data that is more structured and is easier to analyze. They usually take the form of multiple-choice questions or checkbox questions and help in the collection of mainly quantitative data. These questions are also easier and quicker to answer and are hence less overwhelming than open-ended questions.
2. Include Open-ended Questions
Open-ended questions can help obtain higher-quality data than MCQs. It provides respondents with an opportunity to express their opinions in their own words, giving you a better understanding of their experience with your company. Although you must focus on the inclusion of closed-ended questions, data from open-ended questions can complement other responses. As they do take longer to answer, include just a few of them at the end of your survey.
3. Employ the use of Existing Templates
Survey software often has existing templates for different kinds of surveys. These templates are made by professionals who know which questions need to be asked to obtain the right data. Therefore, if you can find existing templates, it may be easier to customize them to your needs rather than design a whole new survey from scratch.
4. Avoid Mandatory Questions
Barring screening questions that collect psychographic and demographic data, avoid the use of mandatory questions. Respondents may not know the answer to some questions and if they do not have the option to skip it, they may drop out of your survey altogether. This may increase your survey dropout rate, limiting the size of your sample.
5. Use Progress Bars
Use progress bars using Voxco online survey tool to show respondents how much of the survey they have completed and how much they have left. This may motivate them to ensure the bar reaches 100% and also gives them an idea of how much longer the survey will take to finish.
6. Avoid the Use of Jargon
Within your survey, avoid the use of jargon or complicated sentence structures that may confuse or frustrate respondents. Keep the questions simple and easy to understand. If the use of certain technical terms is necessary, make sure you include their definitions as well.
7. Keep Personal Questions at the End
Start your survey with the more light and straightforward questions, and keep the personal ones at the end. Personal questions right at the start of the survey, such as demographic questions, may intimidate respondents and cause them to leave the survey.
8. Don’t Ask Leading Questions
Avoid reflecting your own opinion in the question prompt, as this may skew results. Ensure that the questions are unbiased and don’t influence customers’ responses in any way.
9. Don’t Ask too Many Questions
Respondents don’t like answering surveys that seem to be never-ending and have an overwhelming amount of questions. Long surveys tend to have higher survey dropout rates, and that’s why it is best to keep your survey short and sweet by not exceeding the ten-question mark.
10. Ask One Question at a Time
Although it is important to keep your survey short, it doesn’t mean you should double-up on questions. Make sure that no question within your survey has two parts, and instead only focuses on one question at a time. For example, a question like “Was our service quick and helpful?” can lead to inaccuracies in the response as some respondents may have found your service helpful but not quick, or vice versa.
11. Tailor the Language to your Target Audience
It is important that the language you use in your survey is tailored to your target audience, and only includes the kind of terminology and terms that they are familiar with.
12. Avoid the use of Yes/No Questions
Respondents’ opinions or feelings toward different subjects are often not in black and white. Yes/no questions provide less detailed, and sometimes even inaccurate, data and should therefore be avoided within surveys. Instead, response scales such as the Likert scale should be used.
13. Review your Survey
Make sure to preview your survey and go through it thoroughly before sending it out to people. This will help ensure that you didn’t forget to include a question or an answer choice. Reviewing your survey before sending it will help you catch any mistakes beforehand, and help you avoid errors altogether.