BTL V10 Online Survey
In a BTL post a few weeks ago, we talked about the importance of soliciting feedback from your customers. We suggested a number of ways to do so effectively, and this week, we are focusing on one of those methods - online surveys. Surveys are a great way to engage your customers and ask them for feedback. The questions you can ask are limitless, including feedback on new products, customer service, and employee satisfaction. Once you are able to understand your customer, you are better equipped to implement marketing strategies, improve customer service, and boost sales.
One problem to consider is that response rates are notoriously low for surveys. There are ways to improve the design your survey to ensure customers are more likely to respond however. Here are some tips for maximizing response rates:
Keep the survey short; less than 10 minutes is best. Be ruthless in selecting your survey questions - ask for only the information you will use. This will save you time from going through responses that you won't need; it will also save your customers time.
How you ask is as important as what you ask. Questions can be close-ended (e.g. multiple choice, ranking, and interval scales), or open-ended. The first type are quick and easy to answer, while the latter require more time. Including at least one open-ended question is a good idea as it allows respondents to tell you about issues you may not be aware of.
Start your survey with an introduction that explains why you are sending the survey and who can participate. Also include information such as how long the survey will take, how responses will be used, and if survey data will remain anonymous.
Test the survey first with a few trusted customers to see if they understand the questions, and what you are asking.
Provide value - offer to share survey results, or provide a prize/gift for responding such as a free gift or discount on a future purchase.
Timing is important. A recent study found that the highest response rates occurred when a survey was sent on Monday, Friday and Sunday respectively.
Send reminders - no more than two, and change the day and time of day that you send the reminders.
In terms of online survey tools, you can choose between free or paid versions. For basic customer research, the free tools available should work just fine. Perhaps the most well known online survey tool is Survey Monkey. Other options include Survey Gizmo, Google Forms, Fluid Survey, and Typeform. The free versions offer different capabilities, including the number of questions or answers allowed, question types available, design themes or templates, and reporting formats.
Universal Distribution has designed a survey to provide an example of an online survey and to get to know you better. If you are a retailer who has made a purchase with us, we invite you to click on the link below to be taken to the survey. The survey is anonymous and you cannot be identified through your participation. The survey should take approximately 10 minutes to complete.
Thank you for participating. Here is the link that will take you directly to the survey: