Why quick and easy surveys provide your business with the feedback it needs
December 11, 2018
Quick and easy surveys are an integral part of an effective feedback strategy. Why? Because your customers don’t have the time or inclination to spend more than a few moments answering questions that aren’t about them.
If the majority of your customers aren’t prepared to share their insight, you aren’t going to learn anything about your business.
Quick and easy surveys secure higher fill in rates
What puts people off filling in surveys? They’re often too long, boring or the customer simply can’t be bothered.
By adapting your feedback strategy and removing the features that deter people from answering survey questions you can secure much higher fill in rates. Higher fill in rates provides a more accurate picture of how the majority of your customer base feels. This information is key to making improvements that will drive business growth.
Short surveys fit the modern day attention span
Technology in your hands, on-demand services, we live in an age of instant gratification. The modern day consumer isn’t willing to wait around, especially if that involves a long arbitrary list of questions.
When faced with long-form surveys, many respondents admit to not giving the questions their full attention. Some even give answers that don’t reflect their behaviour. This is often seen when asked about their likelihood to refer a business to a friend. Systems like NPS offer low predictive validity. This means customers will say they’d be willing to do something despite having no real intention of doing so.
A single question survey asks less of your customers. Ironically, the higher fill in rates secured as a result will provide more insight to help you make fully informed business decisions.
Simple surveys allow you to prioritise
Having a 20 question break down of every aspect of your product and service might give you a shed load of data from but it doesn’t help you spot the quick wins that could easily improve your business long term.
Generally, people will have one big problem or compliment. A simple tell us more box will prompt them to divulge their biggest bugbears. If there’s a pattern in this data, you can clearly see what simple actions you can do to take your business to the next level.
Easy surveys produce data that is simple to action
The reason you collect feedback is to take action from it. Otherwise, what is the point? Verbose survey results usually end up in spreadsheets to be forgotten about or ignored on dusty shelves.
Short punchy surveys have higher engagement rates than their long-form counterparts at xx%. Any action taken will drive better results as changes will be appreciated by the masses, rather than the vocal minority.
Quick and easy surveys provide a holistic view of your business
As long as you’re asking the right question, asking one question won’t limit your feedback growth potential. Customer feelings are the sum of their whole experience with your business, from the moment they walk in the door or click on your website, right through to the aftersale support.
Asking how they feel about their experience gives you a good understanding of whether they’ll come back, tell a friend or if you’ve lost them altogether. You don’t need to ask about every little thing because it will be summed up in how they feel about your business as a whole.
The last word
Quick and easy surveys generate results in a way long form surveys don’t. Simple, effective and accessible data tells you all you need to know about your business. And yet, surveys are only one detail of a successful feedback strategy.
A joined-up approach to customer happiness will help you measure and manage customer emotions to fuel business growth. There are a lot of moving parts, but The One Question makes it easy. We can show you how to set up an effective feedback strategy in your business. Learn more about what The One Question is and why you should use it, or enjoy a free demo and find out for yourself.