If you want to sell more products, serve your customers better, or improve your business, you need to do something important. You need to collect feedback and insights about your brand using a customer survey. A customer survey will help you get a good overview of your business and identify areas for improvement. Before you start writing your customer survey questions, there are a few best practices to keep in mind. For more content from The Journey, visit https://bit.ly/GDTheJourney.

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0:12 How to get customer feedback for your business
1:03 Create a customer survey
4:12 Have customers fill out a survey

Know your goals before you start
Don't conduct a customer survey just because you know you should. Instead, think about what you want to achieve with the survey. Outline your business goals before you begin.

Consider all question formats
When developing questions for your customer survey, consider which format will best collect feedback.

If necessary, ask follow-up questions
To gain additional insights, you can ask further questions.

Ask “how” questions
Don’t ask “Do you like the product?”, but rather “How well would you rate the product?” or “How would you describe the product?”

Insert a “No Response” Answer
If survey respondents must select an answer, allow them to select a non-response if they do not want to or cannot answer.

Do not lead survey participants
To get the most helpful and truthful answers possible, you should not trick survey respondents into giving the answers you expect from them.

Be precise
Instead of asking, “How would you rate your overall customer experience?”, ask, “How would you rate the onboarding process?”

When creating questions, think about how you might use the customer survey at a later date. Use questions that are relevant over a longer period of time and ask questions that provide data you can compare over time.

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