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Staying competitive in business today requires meeting and exceeding customer expectations. To do that, you first need to know what their expectations are. One of the best ways to find out exactly what your customers want is by collecting customer feedback through questionnaires.
By sending questionnaires to your customers, you can gather insights that will help you improve their experiences and move your business forward. But, as you probably already know, getting responses to your questionnaires isn’t always easy.
The fact is, many questionnaires aren’t designed well, which leads to poor response rates and a lot of wasted effort. The key to driving responses is taking a thoughtful approach to creating a well-designed questionnaire that encourages your customers to share their valuable thoughts with you.
5 tips for creating a questionnaire that gets you responses
Keep it short
One of the biggest ways to increase response rates to your questionnaires is by limiting the length. The longer the questionnaire is, the more likely you’ll cause survey fatigue and the less likely customers will be to respond. Our general recommendation is to limit your questionnaire to no more than 10 questions or 5 minutes to complete.
Stick to the most important questions, and only ask for the information that’s essential. If you can find a piece of information about the customer somewhere else, for example in your CRM, then it’s best not to ask for that. Instead, ask something you couldn’t find on your own.
Using a survey tool with a logic feature can help you cut down on redundant or irrelevant questions by adding or skipping questions based on a customer’s previous answers. This way, you tailor the questionnaire to each individual customer and get the most meaningful answers.
Always tell your customers how long the questionnaire will take. This lets them know what to expect and can be a helpful reference point. If at any time they feel the questionnaire is dragging out, they’ll be able to assess how much longer they can expect to take. This can get more customers through the finish line.
One other note: Be wary of sending too many questionnaires per customer. as this can also lead to fatigue and lack of responsiveness. You can safely survey customers every two months. Any more than that and customers will just be too taxed to respond.
Structure questions carefully
On a similar note, keep your questions short and to-the-point. Indirect questions can confuse and frustrate customers, causing them to drop out of the questionnaire before finishing it.
Ambiguity in your phrasing can also result in lower quality data for you when customers misinterpret the question and provide irrelevant answers. Review your questions with a fine-toothed comb to ensure they’re crystal clear.
When it comes to the way you set up your question types, there are a lot of options, like multiple choice, ranking, and short answer. Question types that allow for longer-form answers are valuable but keep in mind that they take longer for customers to complete, so use them sparingly.
Instead, use more closed-ended …read more
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