Survey length doesn’t matter

survey length doesn't matter

One of the questions we are frequently asked by clients is: “Is our survey too long?”  Our reply is that the survey length doesn’t matter.  Well, it does matter a little bit, but we have found that if you…

Ask the right questions of the right people, utilizing the appropriate methodology, that survey length really doesn’t matter.

It is crucial to take time and consideration when creating a survey.  Don’t get bogged down about the number of questions.  Be smart about what you are asking and you will get all the information you need.

Ask the right questions

  • What do you want to learn?  What are your objectives?
  • Make sure the questions are clear, concise, unbiased and organized
  • Use rating scales that make sense by defining the highest and lowest values and be certain the questions match the scales
  • Don’t just ask for ratings, inquire why they feel that way

Ask the right people

  • When you develop your survey objectives, define who you want to receive feedback from and survey them specifically
  • Decision-makers should be asked one set of questions and users, another. Identify first time callers and ask them different questions from regular callers. Use branching throughout the survey to make sure you’re asking the right people the right questions

Utilize the appropriate methodology

  • Know your population.  If they’re an older demographic, IVR or email surveys may not be ideal.  With younger people, an email questionnaire may be more effective
  • For your best customers, a comprehensive telephone interview may garner more qualitative responses
  • Consider implementing a blend of methodologies so you give your respondents a choice of how to complete the survey.  This will increase your overall response rate

It is essential to conduct surveys with your customers and employees to measure performance and thereby improve your service.  By focusing on what you ask, who you ask and how, you will gather information and data that is vital to your company’s success.

If you’re just getting started surveying your customers or already have a survey program in place, check out our FREE e-book, Best Practices in Surveying, for some helpful tips.

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