3 Common Mistakes in Customer Surveys

Customer Success Surveys
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Customer Surveys are a great way to learn more about your customers and their levels of satisfaction with your product or service. However, if your surveys aren’t crafted well, you may not be able to maximize survey completion rates, or be able to collect accurate and unbiased results. Here’s how you can avoid them to create more engaging and objective surveys.

This infographic shows you three common mistakes many companies make when crafting customer satisfaction survey questions for the service industry, such as:

  • Starting with Demographics: Demographic based questions almost always get asked at the start of the survey. However, asking for personal details (age, gender, job) at the very beginning can make respondents feel uncomfortable. Studies show that this leads to higher survey dropout rates. Instead, try leaving demographic questions for the end of the survey, if possible.
  • Creating Survey Marathons: Companies usually try to gather as much information as possible in surveys. However, creating surveys that take too much time to complete will lead to more dropouts. Try to limit your survey to 7-8 minutes – studies show that anything longer reduces completion rates by 20% or more.
  • Unclear or confusing questions: Avoid leading, double barreled questions, double negatives, and confusing phrasing, like, “Do you or do you not agree that our current logo is not an improvement of our old logo?” or “Is this tool interesting, well designed, and useful?” Instead, keep your questions clear, concise and focused on one issue at a time.

Onboarding survey questions help gather feedback on your onboarding process from your new customers. As we all know that it’s during onboarding that the seeds of churn get planted, so, it’s the onboarding survey that helps eliminate churn. The most frequently asked customer-related questions for CS professionals are mainly related to metrics, data, customer engagement, adoption, churn and so on.

When trying to gather customer feedback, the questions that you include play an important role. Include both subjective and objective questions. The reason to include subjective questions is that it provides space for people to express those points that weren’t covered or to express their experiences. While framing objective questions don’t ask questions that you already know about them, like personal details or email ID and so on. Some questions have to be mandatory. Always keep in mind that surveys should never be too long. Questions have to be relevant and not vague.