The Anatomy of a Successful Customer Survey


Customer surveys are a powerful tool. With just a few questions, you can gain deep insight into your audience and how you can continue to improve your business to meet their needs.

But a poorly-designed survey can have negative unintended consequences. On one hand, customers may choose not to fill out the survey in the first place. Or worse, they could provide inaccurate or misleading responses.

As a result, your survey data could point you in the wrong direction entirely.

This is why it’s important to understand best practices for developing customer surveys and how to be thoughtful and strategic when designing and deploying them.

Beyond the basic best practices, you also need to have clear goals for each survey question.

Understand why you’re asking the question, what information it will give you, and how you can use that information. It’s often difficult to get respondents to complete subsequent surveys, so you may only have one chance to collect the data you need.

And this is why usability and planning are so essential.

You may also need to experiment with different versions of a survey to optimize for response rate. Once you have a baseline and a survey that works, you can introduce more advanced strategies to drive even higher engagement.

Rather than asking every customer the same set of questions, you can ask customers only the questions that pertain to the products and features that they use. Your customers will appreciate the care that you took to respect their time.

While launching the survey may be a bit nerve-racking, just remember that it doesn’t have to be a one-shot process. Evolve your survey and your approach over time to gain new insights. Just be cognizant of how these changes will either enhance or detract from your previous data sets. Take the time to plan out the evolution of the survey process and preserve as much useful data as possible.