January Service Spotlight: Client Surveys
24 January 2017
We’ve reached the new calendar year so now begins the planning for the new financial year.
As we have spoken about before, the most successful campaigns come from reviewing and analysing previous campaigns to see what have and haven’t worked. A key method of doing this is to conduct client surveys and reviews.
Here are our top tips to get you through producing a survey to suit any purpose.
Creating the survey
Define your purpose
This might sound like an obvious point but it can be so easy to get distracted adding in questions that you might think would be interesting to know the answer to, but that don’t actually have any real impact on what it is you are trying to find out. After you draft every question ask yourself, what information am I hoping to gain from this? Will answers to this help towards my core objectives of the survey?
Keep it short, sweet and simple
Not even your most loyal customers are going to want to spend ages completing lengthy questions, we recommend a maximum of ten questions. This includes only asking one point per question to avoid confusing the respondent. For example avoid ‘Did you like the campaign and understand the purpose of it?’; split the questions up to gain full answers to each aspect.
Consistency is key
This applies to the whole survey; the tone, the style of questions and most importantly rating scales. If you are asking someone to rate something 1 – 5, with 5 being the most positive answer, this must remain the same throughout. For example having 1 = ‘did not like the campaign’ and 5 = ‘very much liked the campaign’, then having another question where 1 = ‘understood the campaign well’ and 5 = ‘did not understand the campaign well at all’, this would not only confuse the respondents but possible incur some incorrect answers as they have automatically thought the highest option was still the most positive one.
One of the most difficult parts of this could be gaining enough responses to your survey to generate a good base of varied answers to give you a representative opinion of all your clients.
Freebies and offers
Something that always attracts people is the potential to win free things; consider offering a free sample or mini service as an incentive to complete the survey. This doesn’t have to be to everyone that completes it – if the prize is big enough to justify it, you could say that everyone that completes the survey will automatically be entered into a pool of potential winners. If you are doing this remember to give deadline dates for when the pool closes and the winner will be drawn. If you do not want to do this how about offering a certain amount of credit to be added to their account or a discount off your products / services?
It’s all about the timing
Although like with email campaigns, we believe in testing times and dates to find what works best for your specific audience, it is always helpful to know what has and hasn’t worked for others. SurveyMonkey revealed last year that they recorded the highest open and click-through rates on Mondays, Fridays and Sundays. There has been plenty of research conducted on best times so try searching for results suited to your target market. Whichever one you pick for the initial send, try a different one for follow-up sends.
If this still sounds all a bit too much or you just don’t have the time or resources then why not give us a call. We can plan, create, send and analyse for you, meaning all you have to do is say yes please! Get in touch today to find out more.