Try to have a short introduction question first so the customer only needs to make a small commitment. This could be a simple multiple choice style question.

The remaining questions should be open asking for a short 1–2 sentence reply.

Ask for their name at the start of the survey. Not name and email!

It’s annoying when you have to complete an email from a company that already has your email. If you are too lazy to cross check data and make email a requirement then you wont get as many responses.

You want to avoid obstacles so if you have to ask for email then make it optional.

The Questions

Could you rate our business out of 9?

This requires minimal effort to complete and should get them started on their way. Use multiple choice 1–9. What did you liked about your company/experience/product ?

A simple open question givng them a chance to be open in their response. What did’t you like about company/experience/product ?

This is the one most business owners don’t like to ask but can sometimes return the most positive answers. Can you offer any feedback for improvement?

This is a key question and your chance to hear exactly what your customers thought about their product/experience. The information you gather here should help you grow and produce a better products/services. Would you recommend us (1–9)?

Now we’re digging deep. This is where you separate the customers form the raving loyal fans. The people who reply in the 8/9 area are your raving fans. The real fans. Segment those for later. The other lower responses are where you should focus building more trust.

Now you are loaded with 5 important questions it’s time to start creating your survey and find out what you customer really think about your products and services.

Tools

Two tools you can use. I wont go into all the how-to details:

Google Forms — This allows you to get the responses into a Google sheet for reviewing later. https://www.google.co.uk/forms/about Survey Monkey — The most widely used survey builder https://www.surveymonkey.co.uk

Is The Price Right?

If you really want to dig a bit deeper another question to include in your survey is the all important pricing question.

Using a 3 tier pricing method ask your customers what they would have paid or be willing to pay if you are launching a new product/service.

Give them 3 choices:

1. Price A

2. Price B

3. Price C

Your Results

I would love to hear your results from surveying your customers. Please take action now and run your own survey.

Survey new customers, existing customers and past customers.

You might actually be surprised how good your company is!

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David Frosdick is a content marketer and product creator. He helps people turn their knowledge into a business. Please feel free to comment here or contact me over at my blog www.davidfrosdick.com