Customer survey

Types of Cusomer Surveys:

The choice of the type of customer survey often depends on the specific goals and focus of the customer study. Considering the customer journey is a valuable approach. Different types of surveys can provide insights at various stages of the customer journey. Here are a few types of customer surveys and how they might align with different stages of the customer journey:

Figure: Customer journey

1. Awareness stage:

Branding Perception Surveys

Focus: Understanding the customer journey from awareness to post-purchase.

Stage: Used to gather comprehensive insights at different touchpoints throughout the customer journey.

Customer Journey Mapping Surveys:

Focus:Likelihood of customers recommending a product or service.

Stage: Often used to measure overall satisfaction after a significant interaction or at the end of the customer journey.

2. Consideration stage:

Pre-Purchase Surveys

Focus:Insight into customer expectations, preferences, and potential concerns before making a purchase.

Stage: Implemented prior to the purchase decision, providing valuable insights that can shape marketing strategies and improve the overall pre-purchase experience.

3. Retention stage:

Post-Purchase Surveys

Focus:Feedback on the entire purchase process.

Stage: Targeted after the customer has made a purchase, helping understand the end-to-end buying experience.

Product or Service Feedback Surveys:

Focus:Specific feedback on a product or service.

Stage: Applicable at various stages, from initial use to ongoing usage, to understand specific aspects of the product or service.

Customer Effort Score (CES) Surveys:

Focus:Measures the ease with which customers can achieve their goals.

Stage: Especially relevant for post-purchase or post-service interactions to assess the ease of the customer's experience.

Figure: CES Survey – 1 to 10 scale, from retently.com

Figure: CES Survey – 1 to 5 scale, from retently.com

Figure: CES Survey – emoji, from retently.com

Customer Satisfaction (CSAT) Surveys:

Focus:Overall satisfaction with a product or service.

Stage:Applicable at different stages of the customer journey to gauge satisfaction with specific interactions or experiences.

Figure: CSAT Survey

4. Advocacy stage:

Net Promoter Score (NPS) Surveys:

Focus:Likelihood of customers recommending a product or service.

Stage: Often used to measure overall satisfaction after a significant interaction or at the end of the customer journey.

Figure: NPS Survey

How to conduce a successful customer survey

Conducting a successful customer survey involves careful planning, thoughtful design, effective implementation, and thorough analysis. Here's a step-by-step guide to help you in the process:

1. Define Your Objectives:

Clearly outline the goals and objectives of your survey. What specific information are you seeking to gather? What decisions will be influenced by the survey results?

2. Identify Your Target Audience:

Define the specific group of customers or individuals you want to survey. Understanding your target audience helps in tailoring questions and analyzing responses effectively.

3. Design Clear and Concise Questions:

Craft survey questions that are clear, concise, and directly aligned with your objectives. Avoid leading or biased questions. Use a mix of question types, including multiple-choice, open-ended, and rating scales.

4. Keep it Short and Focused:

Respect your respondents' time. Keep the survey short and focused on the most critical information you need. This increases the likelihood of higher response rates.

5. Consider the Customer Journey:

If applicable, align survey questions with different stages of the customer journey. This ensures that you gather insights at various touchpoints, providing a holistic view of the customer experience.

6. Test Your Survey:

Before launching, conduct a small pilot test with a sample audience. This helps identify any ambiguities, confusing questions, or technical issues that need correction.

7. Choose the Right Survey Distribution Channel:

Determine the best method for distributing your survey. Options include email, online platforms, social media,app or even in-person. The chosen channel should align with your target audience.

8. Personalize Invitations:

Personalize survey invitations to make them more engaging. Clearly communicate the purpose of the survey, how long it will take, and how the feedback will be used.

9. Monitor and Analyze Responses in Real-Time:

Monitor survey responses in real-time to identify trends or issues as they emerge. Use analytics tools to analyze data efficiently.

10. Respect Privacy and generate the report:

Clearly communicate how you will handle respondents' data and ensure their privacy. The survey report distills crucial insights, guiding strategic decisions and improvements. It is easily shareable for quick dissemination of key insights.

11. Share Results and Take Action:

Once the survey is complete, share the results with your team and, if appropriate, with your customers. Clearly outline any action plans based on the feedback received.

12. Continuous Improvement:

Use survey results as a basis for continuous improvement. Regularly revisit your survey process, refine questions, and adapt based on evolving customer needs.

Twelve Tips for conducting a successful customer survey

To tell your customer why you are conducting a survey.
Inform your customers about the number of questions and the estimated time it will take to complete the survey.
Ask your most valuable questions first.
Ensure the questions are concise, clear, and easily understandable, without ambiguity.
Only ask relevant questions: craft questions that are directly aligned with your objectives.
Remember to have at least 1-2 open-ended questions for this where customers will voice their opinions.
Mix question types: this provides a variety of insights and keeps the survey engaging.
Ensure anonymity if needed and clearly communicate how their privacy will be protected.
Share results if possible because transparency builds trust.
Communicate follow-Up actions: clearly communicate how the feedback will be used and share any planned actions based on the survey results.
Express Gratitude: small incentives can encourage survey responses among certain groups.
Incorporate some questions designed to validate the authenticity of customer responses and ensure accuracy.

Tools for conducting the survey

There are various tools available for conducting surveys, ranging from simple and free options to more robust, feature-rich platforms. Here are some popular survey tools:

SurveyMonkey: A widely used platform offering a range of survey options, including templates, analytics, and reporting.

SurveyMonkey offers a wide variety of survey templates

Google Forms:A free tool from Google that allows users to create surveys and analyze the data collected.

Typeform: Known for its visually appealing and interactive forms, Typeform is suitable for creating engaging surveys.

Qualtrics: A comprehensive survey and feedback management platform, often used for enterprise-level surveys.

Microsoft Forms:Integrated with Microsoft 365, this tool allows users to create surveys, quizzes, and polls.

SurveyGizmo: Offers advanced survey features, customization options, and in-depth reporting.

Zoho Survey: Part of the Zoho suite, this tool allows users to create surveys and analyze responses.

SoGo Survey: Provides a range of survey solutions, including customer experience, employee engagement, and market research surveys.

Formstack: A versatile platform for creating online forms and surveys, with options for data collection and workflow automation.

HubSpot Forms: Integrated with HubSpot's CRM, it allows users to create forms and surveys for lead generation and customer feedback.

A customer survey is essential for obtaining valuable feedback, understanding customer satisfaction, and making informed decisions to enhance products, services, and overall customer experience, irrespective of the company's scale.