7 things to remember about customer surveys

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Customer surveys are still one of the best ways to get customer feedback and find out what your customers are really thinking.

However, while a well-executed survey is a dependable source of meaningful and actionable customer data, there are a few traps you need to avoid. These costly mistakes can leave you with unreliable data and lead to poor business decisions.

With customer surveys you have to deal with human nature. As such, accept that some people will lie, while others will give inaccurate answers, even by accident. Despite this, customer surveys continue to be a great tool to determine how customers feel about a brand’s products and services.

So, if you are looking to improve your survey results, here are CustomerCount’s top 7 things to remember about customer surveys.

Customer surveys

1) Keep customer surveys short and simple

Find the shortest and easiest way to ask questions by making them clear and concise. You’ll have lower abandon rates and higher completion rates if the questions are simple to understand and easy to answer. And only ask one question at a time to avoid confusion.

2) Cut back unnecessary questions

Does each question have a real reason for being in the survey? Will the data provided add anything to the results you want? If not, remove it. Renowned customer service expert, thought leader and author Jeff Toister recommends using these three questions whenever possible:

  • How would you rate (product, service, experience)?
  • Why did you give that rating (open text response)?
  • May we follow-up with you if we have additional questions?

3) Include different types of questions

Multiple choice questions and Likert scales produce great results, but a few open-end questions like “Why do you feel this way?’ will provide some insightful feedback. Don’t forget to use yes/no questions as well in your survey. They make great starter questions and are easy to evaluate.

Customer surveys

4) Be consistent and avoid jargon

If you are going to ask customers to respond on a scale between 1-5, with 1 being strongly disagree and 5 being strongly agree, keep that scale across all your questions. And don’t assume they understand acronyms and jargon. Otherwise expect the answers you receive to be inaccurate.

5) Avoid leading questions

Don’t let pride or fear stop you asking a good question. Remember to be neutral, avoid assumptions and remove emotionally charged language.

6) Get your timing right

Surveys about surveys have found that the highest open and click-through rates occur on Monday, Friday and Sunday respectively. And think about how often you want to send a survey out. Do you really want to wait three months to find out you have disgruntled clients?  Customer service expert and best selling author Shep Hyken recommends surveying your customers within 24 hours while their experience with your business is still fresh in their mind.

7) Think about offering an incentive

Data shows that incentives, such as a discount, giveaway or credit, can increase survey results by 5-20 per cent. CustomerCount president, Bob Kobek, suggests another good incentive is allowing participants to see the results – especially in B2B surveys.  Studies show incentives of any kind are unlikely to detract from the quality of your responses.

Customer surveys with CustomerCount

If you’re unsure of which questions to ask, incentives to offer or assistance in understanding the responses, CustomerCount can help. CustomerCount collects, measures and reports customer feedback through branded, customized online surveys. These surveys are formulated to measure the quality of the customer experience with your organization across three primary touch-points.

With 20 years’ experience in customer feedback management, the team will be able to guide you through the survey process. CustomerCount’s surveys provide detailed and dynamic data gathering with comprehensive reporting. This helps clients make improvements to their process, increase customer and, ultimately, improve their bottom line.

Contact Bob Kobek now for further information about CustomerCount’s survey solutions on +1 317-816-6000.


WRAP Spotlight on Howard Bendell

EmilyEVC, Avatar
By Georgi Bohrod/RRP WRAP Partner
Principal/GBG & Associates

When CustomerCount launched WRAP (Worldwide Research Analytics Program), the first member of the coalition to join with Mobius Vendor Partner (MVP) Associates was Howard Bendell, RRP.

CustomerCount’s cloud-based customer feedback management system teamed with Howard to provide in depth qualitative analysis to complement the robust quantitative reports of the data captured within CustomerCount’s consumer feedback platform.

With more than a quarter century of vacation ownership and real estate focused experience, Bendell is actively involved in the development and implementation of key strategic initiatives, new programs and products, and manages industry and consumer-based research efforts.

Highly regarded in the timeshare/hospitality industry for his work with KPMG, AMEX, Interval International and Laventhol & Horwath, Howard has all the credentials and expertise necessary for this brilliantly informed view of data and text analytics. The WRAP reports present the information necessary to formulate conclusions and offer strategic recommendations regarding intelligent, tactical, and appropriate responses.

Howard Bendell CustomerCount WRAP Program
Howard Bendell, WRAP member

About CustomerCount and WRAP

CustomerCount’s product is well designed and powerful, delivering essential data to clients throughout the life of the member/owner. Howard’s WRAP insights build on this information interpreting the data and putting it into context qualitatively.

The WRAP coalition is a key group of industry professionals organized by CustomerCount’s creator, Bob Kobek, to continue enhancing the basic website survey tool which measures NPS (Net Promoter Score) and the customer experience. Each of my fellow WRAP constituents is available through CustomerCount to continue to bring expanded services to participating CustomerCount survey clients.

I’m proud to be a part of this group along with Howard Bendell RRP (Qualitative Analysis), Emily Collins, EVC Marketing (Digital Marketing), John Locher RRP, Locher & Associates (Membership/Ownership Engagement/Business Development) and Carlos Marchi SMEI, CME, CECP, EVP Mexico and Latin America, CustomerCount (Contact Center Compliance).


CustomerCount teams with Noble Systems

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Noble Agent Gamification Solution Integrated Into CustomerCount’s Enterprise Feedback System

CustomerCount has teamed with Noble Systems, the global leader in omnichannel contact center technologies, to launch yet another enhancement to CustomerCount’s enterprise customer feedback system. The new addition to CustomerCount’s capabilities is the integration of Noble Gamification software.

Noble Gamification solutions increase productivity, reduce employee turnover, and improve customer satisfaction. Noble Systems provides innovative solutions for Contact Center, Workforce Engagement, and Analytics. CustomerCount provides the measurement of Key Performance Indicators (KPI’s); when the two are measured together the insight from the customer becomes the centerpiece of a companywide reward and recognition program.

Gamification is the application of game-design elements and game principles in non-game contexts. It can also be defined as a set of activities and processes to solve problems by using or applying the characteristics of game elements.  Noble’s Gamification solution, Frost & Sullivan’s recipient of the 2018 Customer Value Leadership Award for Workforce Engagement Management Gamification Solutions, may be leveraged with a complete set of contact center, workforce engagement, and analytics technologies.

Noble Systems Gamification

According to Robert Kobek, RRP, CustomerCount’s president said, “Gamification in business really took off in the contact center environment and Noble Systems has been on the forefront of its development.  CustomerCount’s technology and Noble Gamification tools are an excellent fit.  Working together they provide an immediate impact on team motivation and strategy, making the most of every customer interaction.”

For employees, motivation impacts everything.  Motivated employees deeply impact efficiency, cost and overall expense.  Integrated with CustomerCount’s Enterprise Feedback Solution, CustomerCount’s clients now have the opportunity  to further increase productivity and financial performance.

Noble’s SVP Sales and Marketing Chris Hodges says “Organizations are now able to leverage insightful customer feedback and gamification.  Pairing CustomerCount’s intelligent Voice of the Customer (VOC) platform with the Noble Gamification solution creates a direct integration to provide organizations with the ability to leverage game mechanics across all employees and across all customer interactions.  Every interaction now becomes an opportunity to grow employees and create a customer experience that will surely escalate customer evangelism, resulting in more holistic purchases and greater lifetime value.”

Kobek adds, “Our goal is to ensure that our clients have what they need to make successful business decisions and increase productivity.  With the addition of Noble’s innovative solutions for Employee Engagement we’ve stepped up our offerings in yet another way by enhancing that unique interaction between agent and customer.”

About Noble Systems

Noble Systems Corporation is a global leader in the customer communications industry, providing innovative solutions for Contact Center, Workforce Engagement, and Analytics technologies. Tens of thousands of agents at client installations worldwide use Noble platforms to manage millions of customer contacts each day.

Noble offers a unified suite of inbound, outbound and blended omnichannel communications, strategy planning, resource management, and compliance tools for companies of all sizes. Our premise, cloud, and innovative premise/cloud hybrid platforms include ACD, predictive dialing, blended processing, recording and monitoring, IVR, messaging, interaction analytics, process automation, workforce management, and gamification. With a portfolio of 190+ patents and growing, Noble leads the way in pioneering solutions for the contact center market. For more information, contact Lee Allum at 1.888.8NOBLE8 or visit www.noblesystems.com.