The success of many businesses depends on the satisfaction of their customers. A popular way to gauge customer approval is through surveys. The value of the survey is largely based on its wording and distribution.
Getting Started
The first step in creating a good survey is to define its goals. Instead of writing the questions for the survey, define the survey's goal. Decide if the purpose is to assess satisfaction levels of goods or services, generate general feedback or compare two or more items.
Word Selection
Keeping the language simple and the questions easy to answer are the keys to creating surveys that get good responses. Use phrases such as, "Did you prefer A or B? Why do you say that?" or "What did you like or dislike about A or B?" Another good barometer question is, "Would you recommend either A or B to a friend or family member? Why or why not?"
Reaching Customers
Online surveys are popular means to gather customer opinions. Offering an incentive such as a gift card or sweepstakes entry for answering is helpful. Mailed customer surveys frequently are discarded as junk mail and require postage paid return envelopes.
