Build A Better Customer Survey

By Doug Caverly - Wed, 05/14/2008 - 12:20pm.

Ask questions that matter and don't annoy your audience

Imagine having a perfect transaction with another business. Then, the next day, your dinner gets interrupted by a company rep calling to give a 15-minute survey about your experience. We'll assume you're not one of those pests, but there are still some things to consider when creating customer surveys.

First, surveys, whether written, online, or conducted over the phone, aren't a bad idea. Not many people will be bold enough to make unsolicited suggestions, so surveys are about the only way you'll hear how customers want your business to change.

Just be careful about survey length and useless questions. Even if every other survey asks about it, do the customers' ages really matter? Or their race and gender?

On the other hand, how the customers first heard about your business is important, and whether they'll recommend you to other people is vital, too. Ben McConnell suggests allowing people to write in their own answers on that second subject, although you shouldn't ask for an essay.

Finally, don't forget to say "thank you." Customers may consider your survey a nuisance, and not a compliment, and you'll want to make them realize that you truly value their opinions.