Most of the organisations focus on gathering customer feedback by actively engaging with them through varied mediums. A few of the key examples of these mediums are social media pages, mass emailing and online newsletters. One of the most used tools for gathering customer feedback is customer loyalty survey as this tool allows the organisations to ask multiple questions and facilitate customers with the opportunity to portray their thoughts freely. However, the effectiveness of these tools is highly dependent on the quality of questions asked in it and varied other factors. With inefficient questions in customer satisfaction and loyalty survey, organisations would lose their loyal customers as the customers will pursue those questions that are irrelevant and irritating; which can adversely affect their purchasing perception. In this regard, the following are a few simple and practical secrets that can be used by organisations for improving the quality of questions they ask their customers.
Keeping it quick yet crisp
The conducted survey must not waste much of customers’ time yet it
is also essential that the survey serves its purpose to retrieve the desired
information. For fulfilling both of these criteria, the surveys must be
proactively planned with consideration of time that customers would take to
fill it as well as information to be sourced through this survey.
Irrelevant questions can bother customers which would adversely
affect the organisation. For avoiding such issues, every question in the survey
should be well-thought by customers and organisational perspectives
simultaneously. This practice will ensure that only relevant questions are
asked in the survey that neither wastes the time of the customers nor the
efforts of the organisation.
Smartly Constructed Open-Ended Questions
Effective Employee loyalty survey need to have an adequate
combination of open- ended and closed-ended questions. However, it is essential
to construct open-ended questions smartly as the answers to them would be
limited to the options like closed-ended questions. Organisations need to
understand the generic mindset of their customers while constructing open-
ended so that they can source relevant information.
Using Consistent Rating Scale
Even though closed-ended questions are limited to options, all or most of them must be presented with consistency. For example, if the survey uses the Likert scale for sourcing information, the whole survey should attempt to use similar options so that the customer understands the general patterns and quickly complete the survey rather than getting irritated by understanding inconsistent rating patterns.
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