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How to Design an Effective Customer Feedback Survey

In order to position your business to make decisions that will help it grow, it is important to know the opinions of your customers. Customer feedback helps with customer retention, improves customer experience, and it helps you make informed decisions.

In this week's blog, we will look at how to design an effective customer feedback survey that will help your business!

1. Use a mix of scale, multiple choice, and short answer questions.

Using a mix of questions is important because they all provide different insights. Scale questions can be used, for example, to find out the likelihood of customers referring their friends or family to you. Example:

“On a scale of 1 to 5, with 1 being very unlikely and 5 being very likely, how likely are you to recommend us to your friends/family?”

Multiple choice questions can be used to get definitive answers on customer preferences. For example:

“Which of the following products would you like to see more of in the store?’

Short answer questions are great for customers who have more to say and don’t want to be restricted to a select few options. For example:

“What, if anything, would you like to see improved at our business?”

2. Short and long answer questions need open ended questions.

If you are asking a question in which customers are asked to write a few sentences in the answer, then make sure the question itself is open ended. By this, we mean not asking questions with a ‘Yes’ or ‘No’ answer. Rather, ask questions that leave room for the customers to expand on their thoughts.

3. Offer an incentive to your customers who fill the survey

Not everyone will be willing to take 2 minutes to fill out your survey, and that is completely okay. To get these people to give their feedback, offer a small prize or reward in the form of a contest. Pick a random winner or offer everyone something small in return for their time, whatever works within your budget.

If you are looking to find creative ways to gain customer feedback, feel free to email us at or leave a comment below.

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