As a lifelong shopper, I’m at the point where I anticipate survey invitations following a purchase or a trip. (Although I’m still not sure how much valuable input I can share from a two-minute visit to purchase a pack of gum.) In fact, I’m surprised if I don’t receive a request for feedback.
A few weeks ago I went on vacation and, like clockwork, received a survey invitation within 36 hours of returning home. Since I was on a mission to ensure one of the staff members will be named the next Employee of the Month, I was eager to participate. Unfortunately, though, my interest dwindled as the minutes ticked by. Although I diligently answered page after page of questions, the progress bar barely moved. This survey felt longer than my entire vacation.
There are many challenges when launching survey initiatives. First, you have to entice your audience to open the survey. Then, once you have their attention, you have to keep it. If they feel the survey is too long, they’ll soon bolt.
Since I work in the survey business, I understand wanting feedback on every little detail to best improve your product or service. But, seriously, everyone shouldn’t be asked everything.
For instance, if someone didn’t visit the spa, even if they wish they had, then they shouldn’t be forced to wade through pages of spa questions. That’s where tools like Branching and Question Display Logic come into play. Branching respondents to just the most relevant survey questions cuts the survey’s length, which helps ensure that participants not only finish your survey but also provide quality feedback. It’s a win-win situation.
With Zarca Interactive, you can quickly and easily create powerful, personalized surveys. Get feedback you can put into action, such as making Ricky “Employee of the Month” (hint, hint.)
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