We’ve all been in this situation before: You make a purchase online and afterwards you are asked to fill out a survey about your experience. Because you don’t want to appear rude, you agree to it, but you soon regret it. Whether it’s due to superfluous questions, too many pages, too many options or too few, a poorly composed customer satisfaction survey will annoy your customers and produce little in regard to information.
This is a shame because Customer Satisfaction HTML forms can be of great benefit to a business. You can send out HTML forms to a wider audience in a shorter amount of time than you ever could with paper forms – and you can get results much more quickly. Once you get your results, you can organize, share and present this information in a fashion that will enable you to provide the best possible service and products to your customers. It’s a Win-Win – that is if you create a quality survey.
A major component of this will be in the types of questions you use. Here are some things to keep in mind:
Vary the Types of Questions You Ask
Survey questions can ask the user to answer through a variety of methods. The most common types of questions include
• Single-Select, Multiple Choices: Of the following, which one most closely...
• Multi-Select, Multiple Choices: Choose all that apply…
• Rate on a Scale: How satisfied were you…Very, Somewhat, Neutral…
• Open Answer: In your own words…; Fill in the Blank
Asking a variety of different types of questions will keep the participant interested and prevent them from going through the motions.
Ask Questions about the Experience
A single experience could make or break whether or not a customer comes back. A survey can provide information on what the average experience is for a customer and whether or not that matches your company’s core values. Open Answer questions and Rate on a Scale questions are great ways to get this valuable information. These include:
• How satisfied were you with the experience?
• Will you shop you again?
• Would you recommend this product to a friend or family member?
Ask Questions about Perception/Experience
Questions about how a user perceives and has used your business in the past can provide details about how the community feels about and uses your business. Questions should include
• What do you think our business does?
• What are our best products/services?
• How many times have you used our service/product in the last year?
Ask Questions that Provide Demographics
Details about age, gender, location, salary and more can help you understand your client base and whether or not you’re catering to your core base, or if you need to expand your efforts. But be careful not to make these questions required. The goal is to collect as much information as possible, but in most cases, getting the key metrics and customer feedback trumps making fields required which may lead to lower completion rates.
Think very carefully about which fields need to be required as it will have an impact on your conversion rates.
Consider also, using a multi-page form with only 1 or 2 questions per page and record the data as you progress through the form. This way, if the user decides to abandon the form, you will have still been able to capture some information. Put the most important questions first to maximize this strategy.
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