6 Customer Feedback Mistakes To Avoid

Posted on: June 8th, 2010 by Brad Clark - COO

There are a few points to keep in mind when creating a customer feedback survey. No matter what method you use to collect information from your customers, make sure the data is useful, or your efforts are for naught.

After years spent developing and fine-tuning many different kinds of customer satisfaction surveys, we, at Mindshare, have more than a few tricks up our sleeves. Here are a few tried-and-true tips to get you started:

  • Ask for actionable information. Make sure that you have the ability to improve on areas for which you are requesting feedback.
  • Don’t mix and match. Address only one item or area per question. Don’t mesh things together or you can’t differentiate specific problem areas.
  • Avoid alienating your customer. Keep the survey simple and concise and don’t use jargon that may be difficult to understand.
  • Keep it short and sweet. The shorter the survey, the lower the dropout rate. Refrain from asking the customer to provide any extra information you already have.
  • Use rating questions. Questions that use a rating scale provide more intuitive data than yes/no questions.
  • Solicit verbatim comments. Give the customer the opportunity to leave a comment so they can explain their experience in their own words.

Using these six tricks will help to ensure that your survey and the information you receive is usable at all levels of your company.