4 trends in Customer Satisfaction Surveys to Bring the Best Results

July 17, 2015 // Customer Feedback / Trends

people apple iphone writing Customer Satisfaction Surveys

Online surveying business is all about Completion Rates and internet is all about outdated solutions to make sure that respondents will finish the survey. Below you’ll find 4 most important, newest and useful trends to make every of your Customer Satisfaction Surveys full success.

1. Micro-moments are Everywhere

Google writes on its blog:

Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.


The way how people consume media has changed. We’re receiving the notification on our mobile phone that somebody left a comment on our facebook wall and just by a few click we’re talking back. While commuting we’re getting another notification about important e-mail, so we’re turning to a smartphone and answering back. The same applies to getting information, looking for a direction and buying stuff online.

Let me give you some statistics (source):

  • Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
  • Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
  • Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.

How micro-moments are influencing Surveys?

In a world of constant distraction we’re unable to concentrate on another, non-core task for a long time. While with tools like SurveyMonkey you’re able to create research surveys as long as 30 questions, you can’t count on high response rate. Do you think your audience will spend half an hour on your survey with a 4-inch smartphone? I’m almost automatically shutting down Customer Satisfaction Surveys which are going to last for a long time.


Based on a research by Google and lessons learned from our practice I strongly recommend to stick to short, one-minute, concise Surveys. You shouldn’t pack all your question in just one form. Far better solution is dividing it into a couple of coherent pieces and turning back to the customer in a weekly intervals.

2. Multiscreening is the New Normal

Users own a variety of screens and they are using these devices more than they did ever before.

Multiscreening | Create infographics

Not only we’re using our devices simultaneously but we’re switching between them quick like a bunny. Let’s say that we’re receiving an e-mail while¦ sitting on a toilet (according to a study “IT in the Toilet” 3 out of 4 Americans admits using smartphones in the bathroom). It’s a message about an online survey so you’re planning to check it again later on. Then you’re switching to the tablet but after a few seconds someone is calling you on the phone, so you’re finishing the survey off on your PC. multiscreening  

How Multiscreening is influencing Surveys?

You really can’t tell what your audience is doing when checking your survey. Are they playing Candy Crush Saga on a Nexus Phone, reading comics on a Sony’s tablet or maybe working on an iMac? Therefore you have to make sure that your Customer Satisfaction Survey looks great on every device, despite the OS or the screen size.

3. Context Marketing Is The New Content Marketing

In a time where we are surrounded by wearables, connected devices, and the Internet of Things, we as a marketers have opportunity to access to loads of customer data. We can dive into every point along the customer journey to message and engage our customers while strengthening the relation between them and a brand. The challenge is addressing the right content, to the right people, via the right medium, at the right place and at the right time. Let’s imagine a situation when you’re managing an e-store and just a few days ago you had successfully introduced new version of the website, so you want to get to know what your customers are thinking about it. There’s nothing easier than just send a quick memo via e-mail:

Thanks for your shopping! We really appreciate that you chose our store. Recently we changed the way how we look and we want to know about your experience. It would be great if you find time to check our one-minute Customer Satisfaction Survey.


How Context Marketing is influencing  Surveys?

There is a lot of data about the users in the internet, so you only have to tap on it and make a good use in listening to the market. Sending a survey with the right context implies the highest opening and completion rates, thus the data will be as accurate as possible. It means that the respondent is the relevant one, and has a time, device and willingness to share his or her experience.

4. Become Sexy or Die in the Sea of Opportunities


Do you feel overwhelmed by the amount of content in the internet? I know that I’m not the only one who wishes the day to be longer. Every second there are 9631 Tweets sent, 49717 Google searches made and 104 284 YouTube videos viewed. In one minute there are 571 websites created, 41 000 FB statuses posted, and 72 hours of YouTube video uploaded. Too much for one man. Unfortunately the number of hours that we have a day is fixed, so we have to choose what’s interesting and what’s a crap; what to read/watch and what to close/delete. We’re calculating which piece of content is attractive at a glimpse. So imagine if your survey looks like this one: bad-Customer-Satisfaction-Surveys

And compare it with this one: good-survey-Customer+Satisfaction+Surveys I think it’s a rhetorical question which one would you choose the “sexy”one.

Another, mobile example:


How the amount of Content is influencing surveys?

Preparing good-looking, fast-working and amusing surveys is crucial to get the highest completion rates. The success of the survey depends on the User Experience. Imagine if you’d have to scroll down the form from one question to another watching out to tick the right box (which according to Murphy’s Law is ridiculously small). Frustrating. The Customer Satisfaction Survey have to be comfortable on every device while leaving the users responsible only with answering the questions. Screen should display only one question at the time to ensure maximum concentration. Everything should be automated saving the answer and then swapping over to the next question. As simple as possible.

If you want to create super-dooper, beautiful and sexy, fast and easy and mobile-ready surveys with great UX (like the one above) try 4screens Engageform for FREE.

I hope you found my article helpful and I’d more than happy to answer any of your question, just contact me: @ FB TT LI

#Context Marketing #Customer Satisfaction Surveys #Micro-moments #multiscreening #Sexy Surveys