Recent trend shows a steep decline in customer satisfaction across the globe. Particularly America is in decline.
The American Customer Satisfaction Index (ACSI) measure overall customer satisfaction in the U.S. The score is from 1 to 100 and it benchmarks industry level for customer satisfaction. Latest measurements show customer satisfaction has been dropping consistently for the past seven quarters.
The report shows that customer satisfaction drops across all measured industries in the manufacturing and nondurable goods sector. Though overall inflation is low, food and beverage prices have increased and this is contributing to lower customer satisfaction with non-durable products. Nearly all companies score lower now compared to a year ago.
Last article gave an account of the two main approaches to surveys; namely, push and pull. Today’ blog will focus on getting the mix right for you and your organisation. We give you four essential questions that, when answered, will give you a clearer view of your best fit in terms of survey methods.
Getting to the right mix is not a one solution fix for all companies and will change along with context. Rather, it is a roadmap to understanding important factors of influence. What is a best fit for your organisation will likely fail for others. So, factor in the difference, take what you can use from the questions below and find your ideal fit!
Setting a good approach for your survey is an important step to getting the good results that you want! Today’s article will focus on which survey strategy to use to collect data. Namely push and pull. These two approaches are similar to marketing efforts. Continue reading →
Have you ever been asked one of those irritating questions where you don’t know exactly how to respond? We call them survey mistakes, as the surveyor often doesn’t intend for these to happen, but they are still very annoying for the responder.
Imagine you are at a mall and go into a store. There they ask for feedback from their customers. You get prompted with a “Hi, please give us some feedback” on an iPad device. Next up you see the questions, one of which might sound something like “Did you find what you were looking for?” (Yes/No).
Now imagine how a person could potentially respond to this question. If they walked in just to browse through what you have, then the question is probably quite hard to answer. The question assumes that everyone is looking for something specific. If they found what they were looking for, but maybe not in the right size/colour, then a yes or no question also makes answering difficult. Yes, they found what they were looking for, but not exactly.
Tabsurvey has over a three month period collaborated with Hotel Manager, Mattias Thorsteinsson at Cabinn City Hotel by providing software and help for his research. In order to enhance the quality of the customer experience the research objective was clear: The objective was to research the correlation between improving the workplace satisfaction and value of services provided (customer loyalty and satisfaction).
The backbone of the hypothesis was grounded in the Service-profit chain framework developed by researchers at Harvard university (Heskett, Jones, Loveman, Sasser & Schlesinger).
Despite intense workload and more than 130.000 people in attendance, Roskilde Festival improved communication throughout the entire week.
This year, tabsurvey attended Roskilde Festival and had a blast. We got a close look at how the machine behind the great festival operates and were purview to the new structure at Roskilde Festival that is developing. Roskilde Festival used tabsurvey to look at the internal relations amongst the different stakeholders. This was done to focus on improved communication and teamwork amongst the different groups operating within Roskilde Festival.
Collect more data and ensure a positive experience for your responders
A how-to-guide on designing a better survey structure
There are many important aspects to consider when you are designing a survey. Each is good for it’s own purpose and depend in large by the nature of your survey. You might look solely on the forming of the questions and deal with bias and validity. You could also view the survey as an in-depth overview of several areas and create a large generic survey. Here at tabsurvey, we go for the simple, small survey that is easy on the eye and get a lot of answers. In similar vain as previous posts on placement and appeal, todays blog looks to designing a better survey structure that is easy to respond to and reflects well on you or your organization.
Often when a company or a person decide to work with surveys, it stems from a need for more information. This could be information about a specific subject i.e. customers, employees, happiness, brand perception etc. This need can come as an epiphany of suddenly realizing that there are areas of knowledge deficit (four stage competence building) or simply from new industry dynamic indicators. We believe that acknowledging areas of knowledge deficit is a major step for improvement (hey, we live from this need). However, there are often issues with the first few surveys that are designed. Today’s blog will go through some of the major issues that we see in surveys.
One concern when working with typical surveys is the abandonment rate – the percentage of which responders discontinue the survey. Research show, as a survey reaches 30 questions or more, the percentage of respondents who fulfil the entire survey decreases drastically – 10 percent dropout for every 20 questions asked (Research paper & SubscriptionInsider). This research is for the standard online survey taken at the respondents’ own leisure. This percentage sees a higher escalation with a physical location as you are ‘interrupting’ responders in their daily lives. Your customers will most likely not appreciate having to stand next to the cash register plotting in answers for more than a minute.
Why asking 30 questions is plain old rude
As we discussed in placement and appeal, the attraction rate is crucial to generate a lot of data. In essence, the attraction rate is the percentage of customers you can attract to your physical survey. If you wish to attract higher numbers of responders to your survey, you need consider a few things. A good idea is to state how many questions you are asking or how long the survey will take. If you downplay the time it will take, abandonment rate increases as customers become frustrated. This frustration might create an unfavorable attitude towards your survey or your brand. On the other hand, if you are transparent about your 35+-question survey, attracting responders becomes increasingly difficult with higher number of questions in your survey. In a sense a survey with Tabsurvey that has a lot of questions balances on a tradeoff between attraction-rate or abandonment-rate.
So how do you avoid the trade-off? The solution is simple.
Ask fewer questions
We see the best results when surveys are designed with less then 10 questions – ideally a maximum of 7 questions. This number of questions takes around 30 to 40 seconds to answer for the respondent. At the same time it yields enough data to compute correlations or delve into deeper insights.
You might now be thinking that 7 questions are not nearly enough to cover your need of information. Your need from the epiphany is more encompassing and 7 questions is not enough to cover your need. But 7 questions is actually a lot if you keep a clear focus on the purpose of your survey. There are several ways to gain the more specific knowledge with tabsurvey. For instance, if you are looking for causes, a multiple select question can cover what several questions can accomplish, in one. If you want specific knowledge on a target group then you can incorporate flows into your survey. So while the survey contains i.e. 13 questions, each responder will only be faced with 7 questions as the flow is created from previous answers.
One of the major pitfalls we see in surveys is managers’ that try to generate a numerous streams of data from the customers, jumping from one area of focus to another. These surveys are often characterized as large surveys, which cover a broad range of very different questions. These questions go from; factual information → purchase behaviour → brand perception → customer experience → employee performance → NPS all in one survey (not necessarily in that order).
Talk about question overload.
We recommend that you stay on topic (remember the focus of your survey). It is better to go in-depth with a physical survey than grasp at everything. If there are several areas you need information, then why not split the survey into part and conduct them through different channels or locations. Remember, it is free information given to you from the customers, so don’t transgress on their willingness to help.
If you are sitting at the end of this blog and still wondering why designing your survey is important then reflect back on the previous post. We, as in people, consume ideas and information. How this information is designed, impacts our attitude towards the sender. For a company who is using tabsurvey, remember that the way you communicate reflects back on your brand, your professionalism, the identity of the company and the general perception customers have of you.
Consider the effect on the customer if you start the survey with the message “help us improve – answer a few questions” and it actually takes 5 minutes to finish.
How does this reflect back on you?
Any person creating and working with surveys should always hold focus on what is important for the survey. To structure a survey that send a good image of your company, work with flows so questions build upon previous answered questions. This sends the message that you are in a sense listening to your customers and aware of their previous answers. Next, to ensure a low rate of abandonment, stick to the agreed upon expectations of the survey – stay transparent in your dealings with customers. Lastly, to generate as many answers as possible, limit your questions to a maximum of 7. This is important to not transgress on customer’s willingness to give feedback.
Stay tuned for our next blog on the art of writing questions for optimal responses.
Poor customer service and the misalignment between companies’ perceived and customers’ experienced service level
New data from the survey company Megafon and report by the Danish consultancy company Meng & Company found disconcerting trend in the service industry in the Danish market. The report highlighted that a lot of customers are experiencing poor customer service. Specifically they found that only 8 percent of Danish customers rate service levels at a ‘very good’ score. This is critical since in the classical NPS system, only the top score creates loyal returning promoters. Continue reading →
In the previous blog, we discussed the placement of the survey was important for decreasing response pain. We wrote on how to look at the customer journey and factors to consider when blueprinting your survey placement. Today’s blog has a more positive approach to the survey. We focus on how your company can hook more customers to respond to your survey. What is crucial in the split seconds when decisions are made on whether or not to respond? We will look to customer’s initial impression of the survey and give a how-to, to get more customers to engage with a stationary survey system. Continue reading →
Do you ever wonder how you can receive quality answers and a lot of them? Well, one of the low-hanging fruits is simply by improving your survey placement.
”Quality questions create a quality life. Successful people ask better questions, and as a result, they get better answers.” – Anthony Robbins
While asking the right question is the beginning to all great insights, asking them at the right time and place is also crucial. This is probably a larger truth with a stationary system like tabsurvey that has no human administration. Today’s blog look at the customer journey and help you blueprint when and where to ask your questions. Continue reading →