Surveys and questionnaires are a great way to stay in touch with your existing customer base as well as develop new markets. Surveys can collect valuable information but they can also focus attention on areas and ideas you want clients to notice.
The design and analysis of a good survey is more than just thinking up a few interesting questions. Effective surveys are balanced and objective; they don't lead or beg questions. A good test for a survey is whether people want to know how their answers compare to everyone else's.
The language and sequence of survey items is also crucial for engaging participation. Start surveys with
provocative statements that will pique curiosity. From there proceed to items that require respondents to consider specific recent
experiences. General questions generate general answers, which are generally less informative.
Response formats are also key
to generating accurate answers. Respondents may be reluctant to reply in ways that seem critical or ungrateful if the survey is provided
by a current vendor. This is a simple but friendly response format that I've found very helpful in evaluating a wide range of vendors
and service providers:
[ ] Providing all that's needed [ ] Could provide a little bit more [ ] Could provide a lot more
These very basic options allow customers
to express their needs without feeling they've offered a negative assessment of someone they otherwise like. Simple changes like this
can provide access to important and actionable feedback.
Another mistake novice survey writers often make is inadvertently creating
a referred to as “double-barreled” statements. These are items that require the respondent to address two or more issues with a single
reply option. For example:
My supplier provides information quickly and accurately.
There are obviously many other pitfalls in the development of a successful survey. I have been involved in survey design and validation for over 20 years. I would welcome the opportunity to discuss how surveys and other customer intelligence tools can become an invaluable part of your business development strategy. Please call or e-mail me anytime for a free consultation.
- Scott Degraffenreid, 2009
Surveys can be powerful tools for the businessman when designed properly. They can be used for several reasons:
· They can focus attention on areas and ideas that can transform your business
· They are a reason to connect
you with your existing customer base
· They engage participation and pique curiosity
· They can be a quality evaluation tool for management and service providers
Why do customers act like they do and what do they really want from you? Social Network Analysis brings the patterns of human
behavior into clear and actionable focus. Scott specializes in unraveling the complex patterns that underlie all business effectiveness
which makes the difference between soaring profits and dismal returns.