How to have Relevant yet Intriguing Surveys and Feedback Forms for Getting most out of them!

Posted by Divija Gupta on Sept. 18, 2018, noon

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We had a lot of discussion over why customer feedback is important and how we have switched from pen paper based feedbacks to digital feedbacks but one thing which is certainly missing out is how to make a relevant yet interesting feedback form for customers.


Now you must be thinking as to why feedback forms must be that “relevant” specifically that we have contributed a complete blog post over it. Don’t worry, just keep reading and you’ll know that why we did so!


Taking customer feedbacks is important, keeping in mind both the customers and the business as both are crucial to the whole process of taking and getting feedbacks. But what can really make you stand out from your competitors (in case, you aren’t), how you can improve your existing services or what new services you can introduce and many other things is what you are trying to get through feedback forms. Questions in your feedback form must address customer concerns and must not be too lengthy as no one then would even pay heed to fill the feedback form “properly’, instead fill it “casually”, not giving you correct or descriptive information.


So how the heck can you make your surveys appealing and implement best survey practices?


Some tips on how to increase effectiveness of your feedback forms and surveys:


1. How appropriate are survey questions to your business?


Being a business owner or manager, you want the business/brand to stand out in the crowd and thus want to have the highest level of information about you, your products and/or services and what not from your customers. So keeping that in mind, it is obvious that you can’t have unnecessary or irrelevant questions in the survey which don’t even match to the services that your offer or products that you sell.


2. Understand concerns and needs of your customers


You can term yourself as a flourishing business or a brand just because of your customers, whether it be loyal customers or new customers.

Though you want to grow and flourish but not at the cost of your customers’ emotions and thinking. So you have to be conscious enough to not make surveys organization based, instead customer-centric sighting issues, thoughts and new ideas. This will let them know that you are actually concerned about what they think and value it.

For example, instead of asking “What else can our marketing team do in terms of advertising?”, you can have something like “To what extent has our marketing affected you?”


3. Don’t forget to interact


Feedback forms and surveys are a great means to interact with your customers and know them better. Make them feel important and valuable to your business. You can even have fun emoticons for that added pop in the forms.

For example, you can have something like “Was your experience cherishing enough or one which you want to forget?”


4. Focus on developing faithfulness


Surveys help in knowing loyal and regular customers which are promoters of one’s business. So keep them in mind and have questions such that you know about what they aren’t happy, what new things are they expecting and what improvements they are willing to take place in your products and/or services. 

For example, you can ask them about their expectations from the brand in a way like “Does our product [and/or service] stand up to your expectation level as a customer?”


5. Use simple and clear language


Don’t use extensively heavy language to make your customers uneasy in answering questions. This might result in wrong responses or they might choose to not answer it completely (required all responses aren’t mandatory to be filled).

For example, you can’t have something like “Were the personnel benevolent enough to the yardstick?” because it has a much more simpler english of “Was the staff friendly enough to be at par?”.


6. Analyze target audience


Put questions in survey as per your customer base and and service/product. 

It would be really inappropriate to ask about healthcare services at a restaurant or cafe. This is completely illogical.  


7. Ask simple and straightforward questions


Don’t twist and turn your questions much to get thrill out of. Make the questions interesting but plain and to the point. Don’t make them confuse between multiple choices or feel that ambiguous questions are being included in the survey.


8. Make the questionnaire interesting


No one wants to answer boring questions. Make them fun and interesting. You may start by including questions about their experience and then about the services they took or product used.


9. Don’t forget to play the market card


Last but not the least, don’t forget to market your product and/or services. This is what you actually intend to do. Be subtle in doing so, promoting any upcoming services and/or products or seeking improvements in existing ones.

For example, question like “Would you be interested in ___?”.


This is not a complete list because it is dynamic and keeps on changing with trends, changes in technology and growing businesses too. 

But these are some of the points that you can keep in mind while designing your own surveys and vouch for the best results with these tips.

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