Collecting customer feedback can be a little bit like going on a first date. You’re excited about the possibilities. But you’re also nervous about saying the wrong thing or appearing awkward. And if you’re not careful, you might end up leaving the other person feeling unsatisfied and uninterested.
But just as a good date requires thoughtful questions and active listening, building automated surveys that help your team boost your customer experience calls for careful planning and execution. After all, a survey that’s poorly designed (or timed) can do more harm than good. And that’ll leave your customers feeling frustrated and disconnected.
That’s why we’ve put together this guide to help you navigate the world of automated surveys and create a feedback strategy that actually works. Whether you’re looking to measure customer satisfaction, ID areas for improvement, or simply gather insights into your audience’s preferences and behaviors, this guide will provide the tips, tools, and tactics you need to succeed.
So buckle up and get ready to transform your customer feedback strategy from “meh” to “marvelous!
How to build automated surveys
Here are step-by-step instructions on how to build automated surveys to help customer service teams improve the customer experience:
Step 1: Define your objectives and goals
Before you create your survey, define your objectives and goals. What do you want to achieve with this survey? Are you looking to measure customer satisfaction? Or do you want to ID areas for improvement? Or maybe still you’re looking for insights into your audience’s preferences and behaviors. Once you understand (and document) your objectives, you can design your survey questions accordingly.
Step 2: Choose your survey platform
There are a ton of survey platforms on the market today. But choose a platform that aligns with your goals and objectives, and make sure it has the features you need. For instance, can it customize questions, collect data, or analyze results?
Step 3: Design your survey questions
When designing your survey questions, keep in mind the objective of your survey and the information you want to collect. Start with a clear, concise introduction that explains the purpose of your survey and sets expectations for the respondent. Use simple language and avoid jargon or overly-technical terms. Ask open-ended questions to gather qualitative data. And then add closed-ended questions with rating scales to collect quantitative data.
Step 4: Test your survey
Before sending out your survey:
- Make sure you test it internally.
- Check for spelling and grammar errors.
- Make sure your questions are clear, concise, and easy for your customers to understand.
And, of course, make sure the survey flows logically from one question to the next.
Step 5: Determine your survey distribution method
Decide how you will distribute your survey. Will you send it via email? Or will you embed it on your website or through your social channels? Figure out the best method based on your audience and the objectives of your survey.
Step 6: Set up automated survey distribution
Use your survey platform’s automation features to schedule and distribute your survey automatically. Set up a series of triggers and notifications to alert you when someone completes the survey, so you can quickly respond and take action on the feedback.
Step 7: Analyze the results
Once the survey is complete, it’s time to analyze the results. Use your survey platform’s analysis tools to gain insights into the data, such as response rates, trends, and patterns. Look for opportunities to improve your customer experience and take action based on the feedback.
By following these steps, you can build automated surveys that help customer service teams improve the customer experience and drive business growth.
A few tips and best practices
1. Keep your survey short.
People will be more likely to complete a shorter survey than one that’s long and drawn out. Aim for 10-15 questions, if possible. You can always add follow-up questions later on to get more detailed answers.
2. Focus on quality over quantity.
Quality is way more important than quantity when it comes to surveys. So focus on asking meaningful, relevant questions instead of trying to get a high response rate by overwhelming people with too many questions.
3. Offer incentives for survey completion.
Offering incentives or rewards can be a great way to encourage people to complete your survey. Consider offering gift cards or discounts for customers who take the time to provide feedback.
4. Don’t forget about follow-up questions.
Follow-up questions can help you drill down further into customer responses and gain deeper insights. Remember, you can leave some of the follow-up questions out of the initial survey. You can always send out additional surveys later to get more detailed feedback.
By following these steps and tips, you can create automated surveys that will actually help your team strive for customer experience excellence! With a well-designed survey, you’ll gather meaningful data that will help improve your customer service and keep customers coming back for more.
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