A Customer Survey Company Shares Tips for Success: The Dos and Don’ts for Achieving Actionable Insights

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Conducting customer surveys can change how you do business. After all, honest feedback is the ultimate springboard for growth. As long as the surveys are curated, administered, and evaluated correctly, their insights can prove invaluable. 

While businesses can create their own surveys, those who turn to professionals tend to gather the most compelling data. If you do enlist help from a customer survey company, though, you can still support their efforts. Here are a few things you can do—and a few things you should never do—to ensure you get the most out of your customer experience surveys. 


Know Your Company Goals

Clearly define your objectives and desired outcomes before engaging with a customer survey company. This will ensure you end up with a survey that’s actually aligned with your business needs.

Consider Attention Span

Opt for short and concise surveys to retain respondents’ interest. Limit questions to only those that will yield the most valuable answers, use minimal pages, and consider adding a progress bar on top to keep participants engaged.

Use Simple Terms

Avoid using jargon and technical terms that might confuse respondents and hinder their willingness to participate. If you provide the subject, customer experience survey companies can help you word the questions in such a way that they remain easy to understand. 

Ask the “Right” Questions

Ensure your questions are unbiased and neutral, avoiding leading questions that could sway respondents’ answers. This is another area where the professionals can help, since they’re skilled at crafting precise questions to gather accurate and unbiased feedback.

Offer Incentives

Encourage higher participation rates by offering incentives, such as discounts or the chance to win prizes. However, be sure to review local rules and laws first, as some states have specific regulations regarding survey incentives.


Use a Generic Survey

Avoid deploying generic surveys that fail to provide the specific feedback you need to enhance your business. If you collaborate with a professional customer survey company, they will create tailored questions that are designed to uncover valuable insights.

Forget About Protected Groups

Steer clear of personal questions, especially those related to protected groups, as they are not only illegal but also indicative of bias. Thankfully, customer experience survey companies can help clients navigate these sensitive areas deftly to ensure compliance.

Neglect to Thank Respondents

Express gratitude to participants for their time and input. Show appreciation for their feedback and communicate how you value their opinions. Provide a contact method and ensure prompt monitoring of communication channels.

Overcomplicate the Survey

Avoid overwhelming respondents with complex and convoluted survey structures. Keeping surveys straightforward and intuitive improves response rates and the overall quality of data collected.

Rely on Internal Resources Alone

Refrain from solely relying on internal resources to conduct surveys. Partnering with a professional brings expertise, objectivity, and an unbiased approach to gather meaningful insights.

Why Customer Survey Services Are a Sound Investment 

Although there are ways to get customer feedback indirectly (Forbes has a huge list for doing so), the most efficient approach is hiring a customer survey company. Doing a patchwork job by deploying various passive methods to acquire feedback is cumbersome. It also overlooks critical details that may be vital to your company’s success. 

Investing in professional customer survey services, on the other hand, is a strategic decision that can yield substantial returns. Turning to a reputable company brings invaluable expertise, objectivity, and specialized resources to the table, making it a worthwhile investment.

Professional customer experience survey companies possess the know-how to design well-crafted surveys tailored to specific business goals. They can formulate unbiased and relevant questions that yield accurate and actionable data. By partnering with experts, you can avoid the pitfalls of generic surveys and tap into the power of targeted insights that drive effective decision-making.

Moreover, customer survey services provide a neutral perspective. Internal surveys run the risk of biases and subjectivity, potentially skewing results. Engaging an external survey company guarantees impartiality and credibility, enhancing the trustworthiness of the data collected.

In today’s competitive landscape, understanding customers is paramount to maintaining a loyal and satisfied clientele. Professional survey services offer a comprehensive understanding of customer sentiments, pain points, and expectations, empowering businesses to make informed decisions that resonate with their target audience.

About Infosurv Research

Infosurv Research is a customer survey company that caters to businesses around the globe. With every survey we conduct, we ensure the client gains a complete understanding of the data, so they can use it to devise actionable strategies for boosting their bottom line in a tangible way. To schedule a call and discuss your company’s survey needs, reach out online.

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Christian Wright

Christian Wright is the VP of Client Services at Infosurv. With a master’s in marketing research, he’s equipped to design actionable research that yields impactful insights and drives change.
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