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3 Quick and Simple Customer Surveys

3 Quick and Simple Customer Surveys

By | 05.26.16
3 Quick and Simple Customer Surveys

Here are three surveys that will give you an excellent feel for what your customers are thinking.

First let’s go over a few basics:

  1. Ask them to take your survey, but don’t tell them how to take it. If you’ve ever been to a car dealership, you know they beg for high scores. Beyond being unethical it is also self-deception at its finest. Be willing to accept bad news. It may not be pleasant, but it’s better to learn people aren’t happy with you in a survey rather than at the register.
  2. Make sure your customers know they will be anonymous. This will free them up to be honest. Similar to the first point, you want to know what they are really thinking, not what you would like them to think.
  3. Keep it simple. The more complicated you make it the more likely you are to make mistakes. The three surveys I have written below are all fairly simple, but the simplest is the satisfaction survey.
  4. Go with some type of overall measure, for example, satisfaction, likely to recommend or likely to return on every survey. You could ask all three, but usually two will suffice. I would suggest either the satisfaction question or the likely to recommend question. In the examples below I have structured this is a couple of different formats.
  5. Use balanced scales. The scales used in the examples below are all balanced, meaning they have the same number of positive ratings as negative ratings.
  6. Try some questions that are dependent on another question. For example, “Did you make a purchase today?” Yes or No. If they say yes, you might want to ask what they bought or how much they spent. If they say no, you might want to know why they did not make a purchase. You can say, “If yes, how much did you spend?” or “If no, why didn’t you make a purchase today?” but if you’re using an online survey tool you can probably use a skip pattern. A skip is a way to move the survey taker to the next question based on their pervious answer. Of course if you use skip patterns you don’t need to say, “If yes” because you will be able to take them directly to the question that makes sense based on their previous answer.

Feel free to copy these surveys and modify them for your own use:

Overall Satisfaction Survey

Chances are your customers are happy with your service. As a small business you can’t afford to lose customers, so you almost certainly strive to satisfy them all. But knowing how well you are doing is still important. Two broad categories of small businesses are those that have a physical location customers can visit and those that go to the customer. I’ve included a few options in a table below which may or may not apply to your business depending on whether you go to your customer or they come to you.

  1. Overall how satisfied were you with your visit today?
  • Very satisfied
  • Somewhat satisfied
  • Neither satisfied nor dissatisfied
  • Somewhat dissatisfied
  • Very dissatisfied
  1. Can you explain why you gave that score?

_____________________________________________________________

_____________________________________________________________

 

Please rate the following aspects of our service:

Very satisfiedSomewhat satisfiedNeither satisfied nor dissatisfiedSomewhat dissatisfiedVery dissatisfied
Speed of service
Friendliness of staff
Cleanliness of store
Professionalism of staff
On time arrival of technician
  1. The next time you need (INSERT YOUR PRODUCT OR SERVICE), how likely are you to call (INSERT YOUR BUSINESS NAME)?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely

 

Competitive Analysis Survey

This survey will help you understand where else your customers shop. This survey is a little more advanced, but still something you can manage. If you know who your competitors are you can ask about them directly. I would recommend either question 2 or question 3 below, but not both.

  1. How often do you purchase (INSERT YOUR PRODUCT OR SERVICE)?
  • A couple of times a week
  • Once a week
  • Once a month
  • Once every 3-4 months
  • Once a year or longer

 

  1. Have you ever purchased (INSERT YOUR PRODUCT OR SERVICE) from anyone else?
  • Yes
  • No

 

  1. Have you ever purchased from? Select all that apply
  • XYZ Company
  • 123 Company
  • None of these

 

  1. If yes, why do you sometimes purchase from someplace other than (INSERT YOUR BUSINESS NAME)?

_____________________________________________________________

_____________________________________________________________

 

  1. When was the last time you purchased (INSERT YOUR PRODUCT OR SERVICE) from someplace other than (INSERT YOUR BUSINESS NAME)?
  • Within the last week
  • Within the last month
  • Within the last few months
  • Within the last six months
  • Longer than six months ago

 

  1. How likely are you to recommend (INSERT YOUR BUSINESS NAME) to a friend or family member?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely

 

  1. The next time you need (INSERT YOUR PRODUCT OR SERVICE), how likely are you to call (INSERT YOUR BUSINESS NAME)?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely

 

Advertising Effectiveness Survey

One of the things small businesses need to know is how their advertising is working. I do a lot of advertising research and two things are clear: People use more than one source quite often and the relationships between the different types of advertising are not always straightforward. Small businesses like to ask customers where they heard about them. This almost always leads to one response. The reality is they may have used multiple sources of information, even if they give you the easy answer, “I found you on Internet”.

  1. Where did you first hear about (INSERT YOUR BUSINESS NAME)?

(CREATE A LIST OF PLACES YOU ADVERTISE)

  • Printed yellow pages
  • Newspaper
  • The Internet
  • Billboard
  • Radio
  • (INSERT YOUR BUSINESS NAME)’s Website
  • I’ve used (INSERT YOUR BUSINESS NAME) in the past
  • Friend or family member
  • Drove by and saw the store

 

  1. Where else did you hear about (INSERT YOUR BUSINESS NAME)? Select all that apply.

(CREATE A LIST OF PLACES YOU ADVERTISE)

  • Printed yellow pages
  • Newspaper
  • The Internet
  • Billboard
  • Radio
  • Our website
  • I’ve used (INSERT YOUR BUSINESS NAME) in the past
  • Friend or family member
  • Drove by and saw the store

 

  1. When you called or came by, where did you get the phone number or address?

(CREATE A LIST OF PLACES YOU ADVERTISE)

  • Printed yellow pages
  • Newspaper
  • The Internet
  • Billboard
  • Radio
  • I’ve used (INSERT YOUR BUSINESS NAME) in the past
  • Friend or family member
  • Drove by and saw the store

 

  1. When looking for a small business, what sources do you sometimes rely on for information?

(INCLUDE PLACES YOU DO NOT ADVERTISING IN)

  • Printed yellow pages
  • Newspaper
  • The Internet
  • Billboard
  • Radio
  • Mobile website
  • Email
  • Social media
  • Direct mail
  • Review websites
  • I’ve used (INSERT YOUR BUSINESS NAME) in the past
  • Friend or family member
  • Drove by and saw the store

 

  1. How likely are you to recommend (INSERT YOUR BUSINESS NAME) to a friend or family member?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely

 

  1. The next time you need (INSERT YOUR PRODUCT OR SERVICE), how likely are you to call (INSERT YOUR BUSINESS NAME)?
  • Very likely
  • Somewhat likely
  • Neither likely nor unlikely
  • Somewhat unlikely
  • Very unlikely
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