Facilitate Recurring Survey Completion

Retailers who want to stay sensitive to customers might choose to administer satisfaction surveys. With regular customers, retailers might choose to administer surveys repeatedly. Study results from University of San Diego and Boston College argue that you might choose to think carefully before doing so. Surveys administered after each transaction, for example, generally irritate customers. The frequent customers question whether the retailer has been able to use all the information already provided. The infrequent customers view the survey as a trick to stay in touch and sell more rather than as genuine requests for constructive critiques.
     Negative effects of frequent surveys are more likely when the retailer is additionally reaching out to customers in other ways, such as via promotional mailings. The negative effects in the studies included longer times between visits to the retailer and lower purchase amounts from revisits.
     To get the best from a customer survey program, then, take care not to administer the questionnaires too frequently. How to tell the right frequency? Based on my experience in conducting such programs, I suggest that before asking a customer to complete another survey, you analyze results and tell the customer what actions you are taking in response to what you learned. And if you aren’t taking any action, even the action of looking more carefully at a potential problem, why put out another survey request? There are less intrusive ways to stay in touch with your customers.
     Beyond this, keep it easy for customers to feel they are sharing their important thoughts with you:

• Avoid “and,” “or,” and “not” in items. When an item contains an “and” or an “or,” the customer might agree with one part and disagree with another part. They don’t know how to answer. A “not” in an item, such as, “I am not sure if the repair was successful,” is needlessly complicated. 
• Include an “Other” or “Don’t know” as a reply alternative. Without this option, survey respondents feel overly restricted. Then follow with “Please tell us more below,” and leave a welcoming, unintimidating inch of space for a comment. In online administrations, allow the respondent to type more as the box scrolls down. 
• Ask advice, not expectations. Advice questions are of the form, “What items of advice do you have for our store?” Expectations questions are of the form, “What are your expectations of our store?” Expectations can set off customer frustrations. 

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

Click below for more: 
Unknot Distortions from Using “Not”
Add “Please State” to “Other” Choice
Vent Sour Tastes When Surveying Consumers
To Build Loyalty, Ask Advice, Not Expectations
Monitor Your Thanks to Customers