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3 Mistakes to Avoid for Higher Results from Customer Surveys

Dec 12, 2022

Have you ever ever run a customer survey only to be upset by the outcomes?

And it wasn’t since the feedback told you something about your brand you didn’t wish to hear… but somewhat, since it didn’t let you know anything in any respect?

Your hope for the survey was to realize insight on customer behavior. Insight you may use to enhance your marketing.

As an alternative, you are feeling just like the survey was a waste of time.

But here’s the deal—when you’re not listening to your customers, then you definitely’re missing an enormous opportunity to grow.

Surveys are easy, inexpensive and mean you can capture a goldmine of customer data… when you know methods to do them right. Otherwise, they shall be a waste of time for you and your customers.

But that’s not an end result you must worry about. Because going forward, your surveys will not suffer from these 3 mistakes…

Survey Mistake #1: You Haven’t Established a Specific Goal for Your Survey

Don’t just do a survey for the sake of doing a survey. Make certain you assign it a clearly defined purpose.

Messaging strategist Jennifer Havice says “There are countless questions you may ask your prospects and customers. Nevertheless, the most effective approach to narrow your options is to know your end goal.”

To narrow your questions, ask yourself: What’s it you should learn out of your customers?

  • Do you should create a stronger customer persona?
  • Are you on the lookout for messaging ideas based in your customers’ real language?
  • Do you must higher understand the shopper journey?
  • Are you considering changing your offer and you would like customer input?
  • Do you must understand what obstacles are stopping purchases?
  • Would you wish to understand how your customers feel about your brand?

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Irrespective of the goal in your survey, it’s vital that you simply define a single purpose for it.

If you happen to don’t, your survey efforts will turn into pointless busywork, since you won’t know methods to act upon the insight you gain.

So it’s your overall query—the thing you should discover out of your customers—that determines your specific survey questions.

With regards to selecting those questions, don’t think all of them need to be multiple selection. Surveys are a great method for capturing each quantitative and qualitative feedback.

Actually, it’s possible you’ll wish to design a survey that only incorporates open-ended qualitative questions. Since it’s these responses that provide you with the deepest, richest insights into what’s happening inside your customers’ heads.

Survey Mistake #2: You Don’t Make Time to Dig Into Lengthy Responses

Make time.

Or don’t. At your (business’s) peril.

It’s the long-form responses that’ll provide you with precious details about your customers that guesswork never will.

Rest assured not every response goes to be essay-length. But with time, you’ll start celebrating those which might be. Because they have an inclination to be those full of compelling stories and unique language that may go directly into your marketing and help boost conversions.

But know that combing through those long responses shall be a waste of time when you don’t actually analyze them then act upon them.

What are you analyzing the responses for?

Aside from unique language, you’re also on the lookout for common trends and patterns.

For instance, imagine several customers mention of their survey responses that they may’ve benefited from a follow-up consultation. Then it’s time to think about adding one to your offer.

Or perhaps just a few people imply that after they realized you had a company background, it boosted their confidence in you. Time to provide this feature more weight in your messaging.

Recently, I wrote a latest tagline for a client that incorporated a word she was bored with, nevertheless it kept showing up within the responses of a survey she had run. I felt strongly it was price using this word, because it will resonate together with her prospects because it was language they were already using.

Overall, the patterns and themes you notice in your surveys can provide you with idea of what is going to attract more customers and increase customer satisfaction.

And taking the time to figure that out will all the time be time well spent.

Survey Mistake #3: Your Survey is Boring to Your Customers

In case your survey is long, boring, and soulless, your customers won’t trouble along with your survey. Because they won’t care about it.

It’s your job to make them care.

You do this by making the survey about them and never you.

Because people like to discuss themselves. Research has shown that when people get this chance, it triggers the identical pleasure sensations within the brain as sex or food.

But, you may be considering, how will I discover anything useful for my business if my customers’ responses are all about them?

Don’t worry. Your customers are going to provide you loads of insight that can have pay-offs for your enterprise.

It could appear counterintuitive, but you won’t get a wealthy response to a general query like “How has [product/service] improved your life?”

Alan Klement, product, growth, and go-to-market specialist, explains that questions like these change into “very abstract to the shopper because they are attempting to average together all their experiences with a purpose to give a solution.” Klement goes on to say that the answers you get back from these questions shall be average as well.

As an alternative, ask questions that invite emotional responses, while staying centered in your customer’s experience:

  • How did it make you are feeling when [specific problem/pain occurred]?
  • Are you able to describe the moment that you simply realized you needed [a solution to solve for X]?
  • If there have been other people you talked to about your decision to purchase [X], what did you say to them?

You may think you must ask loads of inquiries to get useful data.

Not so.

Joanna Wiebe, founding father of Copyhackers, captures high-quality customer data with a one-question survey:

“What was happening in your life that brought you to [buy / download/book/choose] [product/service] today?”

The long-form responses to this query will allow you to in on why your customers selected you (and never your competitors) and what they’re trying to realize.

That’s right. Only one query and all that priceless insight.

But there’s definitely nothing stopping you from adding one other query or two…

You Have Nothing to Lose with Surveys. Done Right.

If you should grow your revenue, you gotta do customer research. Surveys are an amazing option.

They’re easy. They make sense for any business at any stage of growth. They usually’ll be price your time… now that methods to avoid the above 3 mistakes.

Start listening to your customers through surveys. See what a difference it makes.