The best data that you can use to make the best business decisions on how to improve your quality of service starts with creating good customer feedback questions. Without good questions then you won’t be able to pinpoint your exact areas of concern or you won’t know what’s working well enough to leave alone. The insight you gather from these types of surveys are invaluable. So take a little time and put some effort into good structure and thoughtful questions that will give you the exact data you need.
Here are some tips and recommendations on how to create good customer feedback questions.
1. A highly recommended way to rank your level of satisfaction is to use a ranking from 1 through 10. One of the most popular survey questions in the business world is known as the Net Promoter Score (NPS). This is a question that asks a simple question to the customer on how likely they are to recommend your product or service. It’s scaled from 1 through 10 and ultimately gives the business an indicator on whether your customers are more promoters or more detractors of your services or products. Obviously as you fix the issues that are indicated from other areas of your customer feed you will likely see a rise in promoters over the course of time and this is a great way to see that trend.
2. Ask your main overall experience question first. Get to the main point as quickly as you can. Essentially you want to know, overall did they like you? This sets the tone for the customer right away that you are genuinely interested in how they feel about your business. This perception that you care is very important to get across right away so they feel good about carrying through all the way with your survey. Besides, even if they don’t finish the survey they still have answered one of the most valuable questions right at the beginning.
3. Only ask questions that you will use. The answer to every question you ask should have a meaning to you and should be actionable. If it isn’t then leave it out. The more precise your survey the better so as not to make your customers sit through to many irrelevant questions and risk them abandoning the questionnaire mid way through. The best surveys get their main points across quickly and efficiently. Pick the exact areas of your business you want to know about (ex. Food, Waitstaff, Cleanliness, etc.) and ask only one or two questions per area and keep the total survey between five and ten questions. And stick in a NPS question in there to see if you’re trending up or down on promoters or detractors.
4. Make sure the questions you ask are actually measurable in a meaningful way. If you ask a question like “Did you like the food?” then put in a scale rather then a simple yes or no. It will be much easier to see the slightest uptick in improvements. Also, use pre-selected questions as much as you can if possible (multiple choice) to make it easier for your customers to decide and get through your survey more quickly.
5. It’s okay to test your questions and tweak them for awhile at first but once you decide then stick to them for at least a three to six months so that you can see how the data changes over time. If you keep changing the questions then you will not have historical data to compare it against and see the results of your improvements. Once your satisfied you’re asking the right questions and getting meaningful data then settle in with them for the long haul.
These are just some of the techniques to consider when creating great customer feedback questions. Be sure to check out our Insights Survey App and give us a call to give you more tips on how to create great surveys. If you’re still not even sure about why you need to do surveys in the first place then see our write up on why to use a customer survey app and then read up on some of our use cases including restaurant customer satisfaction surveys.
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