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5 Must-Haves for Effective Surveys


Reading time: 4 min
Author: Viktor Nordmark

In business, the opinions of dissatisfied customers matter as much as those who are highly satisfied with the product or service and experience provided by a brand. In fact, companies know of the judgment of only 4% of unhappy consumers. However, 95% of buyers share their poor experiences with a business with others, as seen in the Zendesk infographic below. This can greatly impact the perception of other people with a brand and cause them to not patronize it or to cease supporting it.

customer-experience-survey-zendesk

Bad experiences travel farther than good ones.

What can a company do to prevent that scenario? Well, obviously by improving the service and experience they provide. But to get started the fist thing is to gathering feedback from customers.

In the United States, there are 417 companies that provide survey solutions, according to IBIS World count. With so many to choose from, it would not be surprising to find articles that tackle the comparison of survey software. In that case, it would be wise to list what you need, how much you are willing to spend, your expectations, and the capabilities you want to see.

Once you have decided, you can look into the 5 must-haves for effective surveys for any company.

1. Survey templates

The word templates can be defined in numerous ways. However, in the context of surveys, it is a document containing standard sections with customizable elements. If your organization is often creating surveys, it would make sense to have templates because they can help save minutes, even hours.

That is possible because there is no need to re-type typical texts in an online survey builder. Instead, you can input questions, follow-up queries, responses, and choices as soon as you open a template.

Additionally, templates allow you to be consistent. This is something that can be seen easily in the use of salutations. For example, the opening and closing elements of a document need to be uniform across all enterprise documents to present a professional front to the recipients and survey respondents.

Furthermore, templates make it easy to focus your attention on inputting new questions and updating old ones since you would not have to spend time on adding tables and columns for Likert scales or rankings.

2. A conversational tool

Surveys are typically created using form makers that offer common types of questions like the following:

Likert scales
Multiple choices
Rating scale questions
Rankings

While online survey tools are evolving to become more dynamic or interactive, they are still limited to forms.

But if you want to bring your surveys up a notch and increase the chances of getting responses, you can utilize a conversational survey tool.

What is that? It is a survey platform that uses a bot powered by technologies like artificial intelligence and machine learning. It does not have the boring layouts or interfaces that commonplace survey-taking tools have. Instead, it has a chat-like appearance that is familiar to respondents, engaging them to answer and give their opinions.

3. Flexible response acceptance

Conversations elicit more responses from customers rather than pieces of paper or digital forms. This is understandable because even forms with open-ended questions require a certain formula when it comes to answers. Whereas in a conversation, consumers can respond familiarly and amiably.

That is something that enterprise survey software supports. People can key in their answers as if they are having a conversation with a company representative face-to-face. The innovative tool will then process that answer and make sure it is the right response. And in case it requires clarifications or a different kind of answer, it will simply ask for it or repeat the question.

But that is not all a conversational survey-taking solution can do. In case certain items require ratings, you or your survey builder can integrate it with the flow. You can offer choices and encourage the respondent to choose among those. Thus, you can be certain to get results for every question in your survey.

4. Automatic results analyzer

The most difficult part of a survey is processing and analyzing the data gathered from survey respondents. With a pen-and-paper approach, this can take time and be prone to errors. And by the time it is completed, it may not be as relevant anymore, thus making it a complete waste of effort and resources.

The survey software online is different. They gather the answers and analyze them immediately. Even if the survey is not complete, it can provide you with insights taken from the answers it has processed so far. This way, you can get an idea as to where consumer sentiment is leaning. But, of course, when the survey is still ongoing, it is still possible for the dominant tendency to change.

That is why it would be prudent to wait for all the results to come in before making decisions based on partial answers. With the right data, you can also employ effective online awards management for nurturing customer relationships.

5. Immediate resolutions

Most digital survey tools end with providing you with a dashboard showing results. The best among them goes beyond that and gives you resolutions. It does that automatically, too. If a chatbot is behind the wheels, it can tell the relevant staff members of the results. From there, you can either create a task manually or allow the tool to do the job. Once that is done, the application can close the feedback loop.

Because of this, you can make changes to your company policies regarding customer service and experience quickly. This would also enable you to spend less time analyzing answers and more time improving your products or services.

Increasing feedback responses

Conversational feedback gathering elicits more responses than traditional survey forms. On top of that, 95% of customers that interact with an engaging survey tool rate their experience as excellent. To ensure that you have comprehensive information regarding consumer sentiment about your brand, the best recourse is to invest in a tool that can get the most responses.


2019-09-23 08:21