The need to know

In this Information Age we live in, any of us can conduct a survey on our website and draw conclusions from the response. I have a good friend that does research for a living that I recommend if you need a professional survey done, (Click Here).

No matter if you hire a pro, or do it yourself, here are some guidelines to keep in mind:

Survey Says ...

The problem with surveys—whether on the phone or the Internet—is that they're often too long and rambling. In many cases, you either bail out before it's over, or feel like you just wasted thirty minutes of your time. Not long ago, Ben McConnell received just such a Web-based survey, and decided to soldier on because the experience would provide good material for his Church of the Customer blog. "I trudged through some 15 pointless questions, dying to give up after each one," he says. "The things we do for blogging."

After the final section, with its questions about age, income and gender—sure, he notes, to ensure survey drop-off rates—McConnell came to some conclusions about the ideal survey:

• Start by asking customers if they would recommend your product or service based on their most recent experience. Three possible answers: yes, no or I don't know.
• Based the first response, follow up by asking for reasons. Provide a list of possible reasons, and blank boxes so customers can also fill in their own answers.
• Ask how your customers would describe your company, or their experience, to others. This section, according to McConnell, could also use a list of possible responses and blank boxes.
• At the end, ask for suggested improvements.

The Po!nt: "That's it," concludes McConnell. "A short and easy survey based on recommendability. The data are actionable for operations, marketing and human resources, which could tie results to team reviews or if done right, to a key metric any employee can appreciate: compensation."

Source: Church of the Customer. Click here for the post.

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