By Julie Bombacino
Creating Effective Customer Surveys
Seems simple enough, right? You’ve got a question or two or 10 to ask your customer base, so you’ll send out a survey. Then everything will be crystal clear.
Not so fast. If you don’t follow a few basic tenets when creating your survey, you might end up with more questions than answers or, worse, use the data to make bad business decisions.
You’ll get the highest number of responses if the recipients can simply click to answer within the email to send to your company. (In this day and age of PDAs, it’s best to deliver the survey within the body of the email and with a link to answer online, if they so choose.)
Most larger email providers will let you do this. If you’re going to send out the email through a regular account, go with a site like Survey Monkey to create, collect and tabulate the results.
Whatever the results of your survey, be careful of getting into “analysis paralysis.” The best way to avoid this is to create an informal decision tree before you send out the survey (remember, we’re only asking questions we can act upon!)
Julie Bombacino is a Chicago-area independent marketing consultant with over 12 years of marketing experience, specializing in online marketing. Mrs. Bombacino is a graduate of The Ohio State University and earned an MBA in marketing at DePaul University. She can be reached at email@example.com.