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August 12, 2016
Customer Service  |  4 min read

5 Things You Need to Read: The Customer Survey Edition

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Ben Snedeker

At first glance it can seem like a simple prospect: Want insight into what people think? Just ask them. Put together a survey. Well, it turns out that surveys aren’t always as easy as that. 

To be most effective, you have to think through your survey very carefully before you put it out there. The way you word the survey could actually impact the way your respondents answer, which means you could get skewed results, or worse, an ill-timed survey could even turn them off to your brand.

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Surveys can be one of the strongest tools in your marketing belt, giving you a peek into the thoughts and feelings of the people you seek to influence. We’ve pulled together the following useful articles to help you understand the power of a great survey, how you can make the most of them for your business, and what pitfalls to avoid along the way. 

How to Design and Analyze a Survey (via @zapier)

Zapier.com has created a comprehensive nuts-and-bolts post that gives you solid advice on how to put together a survey, how to know the kind of data you’ll need, how to calculate how many respondents you’ll need, and how to analyze your results.

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This is an all-around primer in the how to assemble a quality survey. 

Customer Surveys: How to Raise Your Sales & Marketing IQ in 4 Easy Steps (via @Infusionsoft

The best measure of your success is to know how your customers perceive your brand. Good small businesses listen to the concerns, suggestions, and demands of the people they care the most about: the customers. But the best small businesses consider that feedback and apply it to implement essential changes that meet the real needs of their customers. 

How to Label Response Scale Points in Your Survey to Avoid Misdirecting Respondents (via @Qualtrics

It turns out that your survey’s labeled response scales can actually misdirect respondents as they answer your survey questions. The point of a survey is to find the true feelings and thoughts of the people you’re polling.


To get to that truth, you have to craft responses that actually lead to the essence of their feelings rather than muddying the water. 

How Surveys Influence Customers (via @HarvardBiz)

This fascinating study by the Harvard Business Review found that by surveying your customers, you could actually have a positive influence on their future interactions with your brand—even helping to make those future interactions more profitable for your business.

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Marketers have long appreciated that surveys engage people; a single yes-or-no question on a direct-mail envelope can induce them to look inside. But can a company survey influence customers’ loyalty or buying habits? Dig in to find out.

MRA Guide to the Top 16 Social Media Research Questions (via @MRAmrx

Recognizing the power of social networks, opinion researchers have increasingly begun to take advantage of social media to answer critical business questions. Whether through formal polling or informal interactions, social media is the ideal place for surveying a population, and in many ways is also the arena where we can see the concept of the survey actively evolving. The Marketing Research Association (MRA) has developed a guide in order to describe the current landscape of social media research as well as to facilitate and advance further development of the technique. Good stuff.

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