To design a customer experience (CX) survey, you need to think like a researcher. What is the survey’s goal? How are we going to do it? What are we hoping to find out? What decisions and actions will the data influence?
You’ll also need to think about who you want to survey – your ‘target population’, and tailor the language, examples and graphics to the people you to want to reach.
Choose a type of CX survey
There are 3 different approaches to designing a CX survey:
Post purchase evaluation : feedback from an individual customer at the time a product or service is delivered, or shortly afterwards.
Periodic satisfaction surveys : e.g. an annual customer survey. Feedback from targeted groups of customers to provide periodic snapshots of customer experiences.
Continuous satisfaction tracking : regular surveys (daily, monthly or quarterly) that provide continuous satisfaction feedback on post-purchase evaluations over the entire customer lifecycle.
Understand the key drivers at every touchpoint
Use customer journey mapping to identify every touchpoint so that you’re clear on what you’re measuring and where. You’ll start to uncover the key drivers of your customer experience and identify how they affect key business metrics like revenue, customer lifetime value (CLV) or churn.
Ask the right questions
Do you want to measure customer loyalty (NPS), customer satisfaction (CSAT), ease of doing business (CES) or something else? See Measuring customer experience – the metrics to think about to make sure you ask the right questions for your purpose.
And if you already know the answer, don’t ask the question – survey respondents’ time is precious so stick to asking the things you need to know.
Follow survey best practice
Be careful of ‘Satisficers’ – respondents who avoid engaging meaningfully with a survey – as they can potentially skew your data. They may respond randomly, continually select ‘don’t know’ or agree with everything.
Best practice can disempower satisficers:
Make your survey short – try to stick to a maximum of 10 questions.
Keep the language clear, direct and unbiased, with no leading questions.
Keep distractions to a minimum
Offer a small incentive, such as entry in a draw, to increase engagement
Test thoroughly before sending it out
Choose your channel
Where do you want your survey to appear? Each survey needs to be tailored for maximum impact, focus and ease of use. If it appears on a mobile device, keep it short; if it’s post-purchase, focus only on the purchase activity – don’t be tempted to throw in unrelated ‘nice to know’ questions.
Include open text feedback
Make sure customers can write open text responses in your survey: these provide insights that you may not have been looking for with closed questions and with text analytics software it’s now easier than ever to analyse them and pull out insights from thousands of open text responses.