8 Secrets of Customer Satisfaction Survey Success
3. Keep Questions Clear and Comprehensible
Just because you are familiar with your industry’s terms, your customers may not be. Remember to use simple and clear questions in your survey to avoid any misunderstanding. For example, do not use technical terms in a technical survey if the subjects are not technical experts.
4. One at a Time
You should also avoid asking double-barreled questions. This type of question asks about two different issues within the same question. For example, “Do you think Restaurant X’s facilities are clean and visually appealing?” Combining both questions into one makes it unclear what you are trying to measure. Some respondents will want to answer “yes” to both, some will answer “no” to both, and some would like to answer “yes" to one and "no” to the other, but can’t because of the way the question is worded. In cases like this, it's best to make them two different questions.
5. Open Ended Questions
Including open ended questions in your survey can provide great feedback that you may not have gotten otherwise. However, these types of questions can be hard to quantify, so only ask one or two. As customer go through the survey, they may think of things they would have liked to mention along the way. Providing space for some feedback can capture those ideas. For instance, “Tell us how you feel about the recent change in management?” This can even be as easy as leaving space for any additional comments or feedback at the end of the survey.
6. Ask Contextual Questions
It's important to know where customers are coming from when they answer your questions. Ask some contextual questions, such as, "How long they have been using the company for their services?" and "How often do you use their services?" The information obtained from contextual questions can be very valuable in determining which customers are worth surveying and which are not.