We’ve all heard it: surveys are boring.
It’s safe to assume that if you are reading this article you’ve also heard this: listening to customer feedback is vital to improving the customer experience.
To recap, if your goal is to tap into customer insights to create better experiences, you are expected to compel people who would rather watch paint dry to fill out a survey. What a pickle, huh?
Well, it doesn’t have to be. All you need to do is create smart surveys that ask the right questions from the right people. We refer to these surveys as Dynamic Surveys.
What exactly is a dynamic survey?
A dynamic survey is a survey that changes its structure based on who the respondent is and/or how they reply to questions. Dynamic surveys use information you already have (for example in your CRM) or just received (from the answers provided while taking the survey) to introduce follow-up questions that are relevant and don’t waste anybody’s time.
Dynamic surveys change based on who the respondent is and/or how they reply to survey questions
Dynamic vs Boring Survey examples
To make the case for dynamic surveys, we’ll use an imaginary company called ZeeZoo Ltd. ZeeZoo offers pet rental services to office spaces. The company has more than 300 customers in two cities and plans to scale operations by expanding its offering to two more cities. ZeeZoo is looking to further develop their business concept by creating a customer experience survey to collect and analyze feedback about their service.
ZeeZoo can achieve this either with
What’s so special about a dynamic survey, anyway?
Let’s take a closer look at the dynamic survey, shall we?
Airlines care about the landing experience. In the feedback management world, we also care about the landing experience – the survey landing page experience, which refers to how a respondent perceives the first page of a survey. In our dynamic survey example, the first page
- Is visually appealing and concise
- It includes one simple question – no unnecessary text or headings
- it doesn’t include questions designed to collect background information (background info is uploaded to the respondent list before sending the survey)
If you pay closer attention you will notice that by selecting an answer to the first question, the survey automatically moves to the next page. This means:
- that the response to the first question is immediately saved
- there is no need for a Next button which makes the survey landing page appear to have a sharper, distraction-free look and feel
The question in the second page is designed to gauge customer sentiment towards different aspects of the overall experience. Note that a slider replaces the more traditional rating scale. This is because:
- the style of the slider can be customized with the company’s brand color
- it allows for a better response experience in mobile devices
The third page of the survey is again stripped of unnecessary texts and the questions are to the point and easily comprehensible. The question in this page includes icon answer options which:
- are a modern and engaging alternative to the traditional answer option list
- are visually appealing
- boost survey response rates
Additionally, the respondent’s answer to the first question in the page determines the follow-up question which only appears after the selection has been made. Hiding questions that are not immediately relevant to the respondent make the survey shorter, more pleasant to look at and reply to.
The final page of the survey allows the respondent to give open (positive or negative) feedback about their experience. This is done using a single question.
When the responded starts typing, a hidden question, asking whether they’d like to be contacted by the company, appears on the page.
What are the benefits of dynamic surveys?
Dynamic surveys are designed in a way that supports the goals of the survey creator while at the same time prioritising the response experience when filling out the survey. This type of survey can be fully customized to reflect an organization’s brand and also personalized to a particular respondent to promote engagement.
Consider using them if you want to:
Reduce survey fatigue
Consumers are presented with feedback requests very often. This leads to phenomenon that is called survey fatigue. Survey fatigue is what happens when a respondent gets tired of being asked to reply to a survey or actually answering multiple questions within the same survey.
If you would like to learn how to convince a respondent to take a survey read this article.
Survey taking fatigue can be easily reduced with the use of dynamic surveys which can render your surveys more visually appealing, shorter, simpler, and tailored to whomever provides responses.
Respect your respondents’ time
As we mentioned earlier, feedback requests are a very usual phenomenon in our every day lives. Consumers are not averse to the idea of providing feedback – they just don’t have the time to do so in your terms. Dynamic surveys enable you to present them with only with relevant questions that add value to your business and don’t waste anybody’s time.
Get better data
Feedback can provide valuable insights that can help you make better decisions, scale your business and improve the customer experience. If you’re anything like us, your goal is to use surveys to gather reliable and accurate data. Dynamic surveys are your best option to achieve that because they include simple, easy to understand questions that leave no room for misinterpretation and result in better, more trustworthy data.