Improve your customer satisfaction survey: 3 tips to help you write quality questions

It’s easy to ask a question. In fact, it might be too easy. Brainstorming survey questions seems simple, but there are plenty of traps to fall into. The way a question is asked has a profound effect on the response it produces. I asked one of our consultants for a few tips on choosing quality questions. He also gave me examples of weak questions. For survey results that give you what your business needs, you have to give customers the information they need to answer your questions. Use these tips to make that happen.

1.    Beware of double-barreled questions.

Bad: “Were the employees who served you helpful and knowledgeable?”

Sure, your waitress could recite every single beer they had on tap, but she couldn’t remember to bring you a pint. “Knowledgeable” and “helpful” do not go hand-in-hand. A question like this confuses survey respondents. It asks people about two different characteristics, and this will not result in actionable survey results. It’s like asking if the bathroom was “clean” and “tidy,” or if the food was “warm” and “delicious.” Cold food can be delicious, right? And believe me; tidy bathrooms can still be dirty. Don’t make this mistake. Split the one question in two.

2.    Be specific- do not use ambiguous words in your questions.

Bad: “Do you believe gun control law should be changed?”

This question makes assumptions and gives no clarification. It assumes the respondent knows all current federal and state laws on gun control. It also presumes that survey-takers have an opinion. And are they asking about all gun laws? The important point here is to specify what you are talking about. The people reading your survey need to know what you are talking about. Don’t leave room for questions on their part. You should be the only one asking questions here.

Better question: Do you feel Minnesota handgun laws should be more or less strict?

3.    Avoid using emotional words in your questions.

Bad: “Do you believe gun control law should be changed?”

“Gun control” is an emotionally-charged phrase because people have strong opinions about the idea. So when you ask customers if you should use cage free eggs in your cooking, expect the possibility for skewed responses. You are asking for a response to an idea or belief, and not about what you really care about such as quality service, value, etc. Stick to the point and don’t start a political debate in your survey.

Every survey question requires a second thought. Read each one out loud, or ask multiple people the questions before you present it to your customers. Make sure the questions you ask allow you to measure the points you want to know about. It might help to think backwards; if you want to measure customer service, think of the question to be asked, and then write it. The next step is choosing the appropriate scale. But until then, work on those question-writing skills.

-Liz Giel

Photo credit: Ethan Lofton (Flickr)

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