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    Making Customer Surveys Great Again

    Making Customer Surveys Great Again

    Understanding your customer base is crucial for staying competitive and thriving in the building industry and materials market. But traditional customer surveys often fail to deliver the valuable insights needed to drive your business forward. In this article, we’ll explore five tips to supercharge your surveys and truly “make them great again.” Let’s dive in and transform your approach to customer feedback.

    Do Your “Pre-Search”

    Leverage existing customer data for more insightful surveys.

    Before bombarding your customers with questions, take a step back and leverage the wealth of information you already have at your disposal. In the era of big data, businesses can tap into their existing customer data to gain insights.

    By understanding the basics about your customers, such as their demographics, communication preferences and purchase history, you can tailor your survey questions to extract more useful and relevant responses. This approach not only saves your customers’ time, but also yields more valuable understanding.

    Avoid the Yes or No

    Traditional yes or no questions may be simple, but they often fall short in providing meaningful insights. Instead, craft questions that encourage your customers to express their opinions, feelings and beliefs.

    Craft open-ended questions for deeper customer feedback.

    Open-ended questions stimulate engagement and allow customers to provide detailed responses. This shift in approach not only makes the survey more interesting but also helps you uncover deeper insights into your customer base. At the very least, a Likert Scale question can provide more relevant feedback for you and your communication efforts.

    Various kinds of rating scales have been developed to measure attitudes directly (i.e., the person knows their attitude is being studied).  The most widely used is the Likert scale. The Likert scale is a five (or seven) point scale used to allow an individual to express how much they agree or disagree with a particular statement,” according to Simply Psychology. “The Likert scale (typically) provides five possible answers to a statement or question that allows respondents to indicate their positive-to-negative strength of agreement or strength of feeling regarding the question or statement.”

    Offer an Incentive

    Engaging your customers in surveys can be a challenge, but a well-thought-out incentive can work wonders. While you might not always afford substantial rewards, even a small incentive can motivate customers to participate.

    RELATED: Why Reviews Are Critical for Building Material Manufacturers

    Consider offering incentives such as discount codes, exclusive access or entry into a prize draw. This not only encourages survey participation, but also has the potential to generate additional business, which creates a win-win situation for both you and your customers.

    Make the Survey Easy to Access

    User-friendliness is key when it comes to customer surveys. Avoid using survey platforms that require users to download specific apps or use particular web browsers. Choose a survey tool accessible from various devices, including smartphones, tablets and computers.

    When the survey is readily available and easy to complete, your customers are more likely to participate, resulting in higher response rates and more valuable data.

    Make Things Light Hearted

    While surveys serve a serious purpose, injecting a touch of levity can go a long way in engaging your audience. Create a survey experience that is enjoyable and approachable. Avoid overly formal language and make your customers feel at ease.

    When customers sense a relaxed atmosphere, they are more likely to provide honest and candid feedback. Strike a balance between professionalism and a friendly tone to foster a positive survey experience.

    Maintain a friendly, approachable tone in your surveys.

    Although surveys may not be the most exciting aspect of marketing, they are undeniably crucial for gaining valuable insights into your customer base. By implementing these five strategies, you can transform your surveys into powerful tools for shaping your future marketing campaigns and ensuring success in a highly competitive marketplace.


    Why should I invest in customer surveys?

    Customer surveys provide essential insights into your customer base, helping you make informed decisions and tailor your marketing strategies effectively.

    What types of incentives work best for survey participation?

    Small incentives like discount codes or exclusive access tend to be effective in motivating customers to participate in surveys.

    How can I ensure high response rates for my surveys?

    Make your surveys user-friendly, easily accessible, and use engaging, open-ended questions to encourage participation.

    Are customer surveys suitable for all businesses?

    Yes, customer surveys can benefit businesses of all sizes and industries by providing valuable customer feedback and insights.

    What’s the ideal frequency for conducting customer surveys?

    The frequency of surveys depends on your business goals, but it’s generally advisable to conduct them periodically to stay updated with customer preferences and feedback.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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