Best practices: 5 tips for building customer loyalty with an effective survey

Customer loyalty can bring more sales and allow your business to attract new customers. Building custom loyalty isn't easy. Below are 5 tips to help you build custom loyalty with an effective survey:

  1. Tip 1: Print survey link on receipt or e-receipt

    A best window to win customer loyalty is right after they receive your products or your services. Printing your survey link on their receipt or e-receipt is one of the efficient approaches to collect fresh feedback from your customers.

    If you used POS terminals to print receipts, you could talk with your POS terminal providers for the possibility of integrating a survey link into the receipts. If you used e-receipts such as what Intuit or Salesforce provides, you could use their online tool to customize the receipt template and add a survey link to it.

  2. Tip 2: Provide incentives if applicable

    When your customers receive a survey link from you, the first impression to many of them is whether they want to spend time on filling out such a survey. There might have a few customers who want to help your business without any return. However, a larger portion of your customers wish to get compensation for the time they spend on your survey. Providing incentives can help increase your survey's participation rate and completion rate, especially for long surveys.

    Many retail businesses use coupons as a survey incentive because coupons can bring existing customers back to buy again from your business. By customizing your survey messages, you can put your coupon code on the "Thank You" page of your survey, or you can ask for email addresses or mail addresses from your survey participants so you can send your coupons to them.

    Incentives should be non-conditional. Don't give incentives only to those who provides favorable answers, but decline to give to those who gives unsatisfactory feedbacks. Unsatisfactory or negative feedbacks are actually more important and helpful to your business. Don't ignore them.

  3. Tip 3: Allow customers to complain

    When your customers received defective products or unpleasure services from you, what would you like them to do? Do you want to ignore them and allow them to tell their terrible experience to others, or do you want to listen to them with patience and find every possible way to reimburse their physical or emotional loss? If you don't allow your customers to complain, you risk them complaining to all their friends and colleagues. A survey to such customers is an effective and elegant window for them to complain.

    You need to avoid too many text or open-ended questions in a survey, but don't worry if your survey only contains one. You can use such a text or open-ended questions to collect complains, concerns, or suggestions which will eventually help your business.

  4. Tip 4: Keep question simple

    It is important to keep every of your questions simple, compact, and easy to understand. You should not consider all of your survey participants are as smart as you and have same background as you while they read your survey questions. If a question is too difficult or takes too much time to understand, they are more likely to quit.

    If a question takes more than 60 seconds for a normal customer to understand, it can be considered too long or too complex. For every of your survey questions, we suggest you limit the average reading time to 30 seconds.

  5. Tip 5: Keep survey short

    Not only you need to keep each question simple and compact, you need to keep the whole survey short as well. Customers don't like long surveys. For some customers, when they are asked to take a long survey, they would push themselves to complete it as soon as possible and thus create inaccurate feedback. We suggest you limit your questions to 10 or less.

    We often see people put similar or nearly duplicate questions in one survey. Sometimes this is unnecessary. For example, in a Customer Satisfaction Survey, if you have already included a question such as "How likely is it that you would recommend our company to a friend or a colleague", do you still need another subset question such as "How satisfied are you with our company?" People who would recommend you are satisfied with your company. Otherwise, they are not. If you feel your survey is too long, you can consider excluding such similar or nearly duplicate questions in order to keep your survey short.

    If your survey contains more than 1 page, adding a progress bar at the bottom of your survey can give participants a better estimate of how much time they need to complete the survey. This can help increase the completion rate of your survey. In case that your survey contains more than 20 questions, we suggest you break it to short ones and have your survey participants to take them at different times.

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