Posted on Feb 16, 2012 by Michael Herman | Posted in Email Marketing

Designing Customer Surveys

It’s easy to be so engrossed in crafting new messages for your email marketing campaign that you completely forget the importance of allowing customers to have their say. Your profits may well be down or up and it could be a complete mystery unless you stop typing and start listening. After all, how are you supposed to know what’s right or wrong about your product/service/business unless a customer tells you? Without the consumer, there is no business so start considering the prospect of creating customer surveys to find out what the public really think of your company.

Planning The Survey

You’re used to painstakingly creating email marketing messages so taking the time to carefully plan and execute your survey should be no problem at all. You may have 100 questions that you would like to ask your customers but it’s best to keep it to 20 or thereabouts because most people’s attention tends to wander after this point. If you issue a survey that takes half an hour to finish or threatens to do so, very few people will bother completing it. Begin by explaining the purpose of the survey and the benefits. Perhaps you can offer potential prizes to those who complete the form. Many companies issue discounts which are awarded to a certain number of people.

Don’t Annoy The Customer!

Have a few gentle introductory questions and don’t go fishing for personal details straight away. It’s also important to ask one question at a time and not confuse the issue by posing multiple queries in a single sentence. This has a habit of irritating and confusing the respondent which will see the survey left incomplete. Assuming you are allowing multiple choice questions, please ensure that you have exhaustive answers that cover all bases without overlapping one another. When two or more answers appear to be virtually the same, this is an example of a poorly designed customer survey.

You must always use neutral language in the surveys to ensure that you don’t come across as biased. The questions must be posed in such a way that your preferred answer is not apparent. Essentially, you have to think carefully about the questions you ask and the order they appear in as well as offering all-encompassing choices. The purpose of customer surveys is to learn more about your company through the consumer as well as knowing more about potential customer’s preferences. Hopefully, the information you

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