Choosing Survey Tools for Business
In the digital age, nothing stays secret for long. Except for how your customers truly feel about your business, it seems! For this reason, data has become more valuable than gold, and companies are working hard to get their hands on it.
Surveys appear as the ultimate solution for getting said data—they're a crucial tool for understanding customers. Back in the day, these surveys were often conducted over the phone or in person. But now, with the rise of technology, we have various survey tools at our disposal to make the process easier and more efficient.
In this blog post, we'll guide you through choosing the right survey tools for your business.
Understanding the role of surveys in business
If you're not collecting data, you're missing out on valuable insights into your customers' needs and preferences. But perhaps you don't fully understand the role of the business survey. Let's change that.
Surveys are vital for gathering candid customer feedback and understanding behaviour and motivations. This information can then improve offerings, experiences, and overall success.
For example, a hotel chain might use surveys to discover that over 80% of customers want healthier breakfast options. By adjusting their menu accordingly, they may see guest satisfaction scores improve dramatically. Remember - for every customer who complains, 26 others remain silent. Surveys help you uncover how you're doing both right and wrong.
Here are some of the most common survey types used by businesses:
- Customer satisfaction surveys to measure happiness and identify areas for improvement
- Market research surveys to gain insights into purchasing behaviour, trends, and demographics
- Brand awareness surveys to gauge how recognisable and reputable your brand is
- Net Promoter Score (NPS) surveys to determine customer loyalty and satisfaction
- Likert scale surveys using rating systems to quantify attitudes and opinions.
Surveys aren't just for external audiences either. They can provide valuable employee feedback to improve company culture, communication, and retention. Useful internal surveys include job satisfaction, engagement, and exit surveys.
Assessing your business needs
Before you even look at survey software, it's important to assess your business needs and objectives. Doing so will help you determine what you're actually looking for.
Determining the scope and scale of your surveys
The scope and scale of your surveys will likely depend on your business type, size, and industry. A small one-product company might just need a basic professional survey software plan, to gather occasional customer or employee feedback. On the other hand, a large corporation might require the advanced features offered by enterprise survey tools, so as to cover the full range of internal and external surveys they wish to undertake. Consider your long-term goals as well.
Identifying your target audience
Next, you want to identify your target audience for the surveys. This could represent your customers, employees, or a specific demographic group. Response rates fall below 2% when audiences are too broad, or there is little incentive to respond. Understanding who you want to survey lets you tailor questions and design for their preferences.
Some survey tools offer targeting options such as email lists or social media integration to help reach specific audiences.
Deciding on the frequency of surveys
How often will you conduct surveys? Frequent, short surveys provide real-time insights into changing trends. However, too many surveys can cause respondent fatigue. Find the right cadence to suit your objectives. Some platforms have limits you might need to consider.
Budget considerations
Of course, any business tool will have to pass the finance department's approval. If they raise concerns about the cost of survey tools, remind them that many platforms offer different pricing tiers and even free survey tools for more straightforward surveys.
Additionally, conducting regular surveys can help gather valuable insights and improve business strategies in the long run, making it a worthwhile investment.
Still, you should choose a survey tool that offers just what you need for the moment, ideally with the potential to upscale in the future.
How to compare survey tools
As well as checking out some of our survey software comparisons, covering a range of popular form and survey platforms, consider the following when deciding which survey tools are right for you:
Evaluating ease of use
You don't want to spend too much time figuring out how to use the tool rather than analysing the data. Since many people on your team are likely to use it, it should be simple and intuitive for everyone.
Look for tools with customisable templates, drag-and-drop features, and an intuitive dashboard to view and analyse data easily. Training and support options are also important. Look for providers that offer resources such as tutorials, FAQ sections, and customer support.
Finally, it always helps to look at user reviews and feedback. See what other users have to say about each tool's ease of use.
Customisation and branding
A survey is a perfect opportunity to showcase your new logo or brand colours. Make sure the survey tool allows for white label survey branding to maintain a consistent look and feel. This also includes the ability to add your own questions and answer choices. You should also be able to customise the survey design to make it more visually appealing.
Customisation can have a positive impact on response rates. It shows that you are invested in respondents' opinions and makes them more likely to participate.
Variety of question types
Just as there are many survey types, there are many types of survey question. For instance, open-ended questions allow people to express their thoughts and feelings freely. They may be longer to analyse but can provide deeper insights.
Multiple-choice questions are easy to answer and can be quickly analysed. They also allow for more quantitative data. Other types of questions include Likert scales, ranking or rating questions, drop-down menus, and more.
Survey tools should have a variety of question types to cater to different survey needs.
Integration with existing systems
Getting your survey in the hands (or in front of the eyes) of your customers or employees has become much easier. Some people add it to their websites, others include them in emails, or there might be a dedicated employee portal. A good survey tool should be able to easily integrate with these platforms.
Social media integration is also essential. The ability to share surveys on various social media platforms can significantly increase response rates and reach a wider audience.
Prioritise tools that seamlessly integrate without issues or disrupting workflows. Integrations to look for include website analytics, CRM, marketing automation, and more.
Data analysis and reporting
At the end of the day, the data collected from surveys is what matters. That's why it's crucial to choose a survey tool that offers robust data analysis and reporting tools. These tools should be able to handle both quantitative and qualitative data. They should also have options for creating charts, graphs, and other visual data representations. The convenience and comprehension offered by a survey dashboard is also worth considering.
The ability to filter and sort through the data to find relevant insights is also crucial. Custom survey reporting options are important for sharing findings with other departments quickly and easily.
The analysis shouldn't just be about the answers you receive but also the KPIs that you can track and measure over time. For example, the average response rate for email surveys is roughly 25%. If you're consistently getting a much higher or lower response rate, you can use that data to make adjustments and improve your survey strategy.
Security and compliance
In some cases, your surveys may involve sensitive data, such as personal information or confidential company information. In industries such as healthcare or finance, where sensitive data is involved, security and compliance features should be prioritised when selecting a survey tool.
Look for tools that offer data encryption, secure servers, and compliance with relevant standards such as GDPR or HIPAA.
To ensure your survey tool meets these standards:
- Check their security certifications
- Ask about their data protection policies
- See if they offer features like two-factor authentication
- Inquire about where they store their data
Cost considerations
Pricing can vary widely for survey tools. Some offer monthly subscriptions, others a one-time fee. Many have free options for basic needs. Watch out for hidden costs. Extra features or high response volumes might come with additional fees.
Don't just go for the cheapest option but consider the value you're getting. A pricier tool might save you time or provide better insights, making it worth the investment.
Remember, resolving a complaint in the customer's favour means they will do business with you again 70% of the time. Investing in good survey tools can pay off in the long run by improving customer satisfaction and loyalty.
Wrapping up
Surveys provide invaluable customer and employee insights that can catapult business success. With the array of survey tools available today, collecting feedback and turning data into action is easier than ever. Assess your business's specific needs and survey goals. Then, use this guide's advice to narrow down the best solution.
We recommend you give SmartSurvey a try. With its user-friendly interface, powerful analysis tools, and flexible pricing options, SmartSurvey can help you unlock the power of customer feedback.
Key takeaways
Importance of surveys in business: Surveys are crucial for gathering candid feedback from customers and employees, offering insights that can improve offerings, experiences, and overall business success. Different types of surveys cater to various needs, such as customer satisfaction, market research, and employee engagement.
Key features of survey tools: When choosing a survey tool, look for features like a user-friendly interface, customisation options, a variety of question types, integration capabilities, data analysis tools, and security features. These elements are essential for efficient and effective data collection and analysis.
Assessing business needs: Before selecting a survey tool, businesses should assess their specific needs, including the scope, target audience, and frequency of surveys. Understanding these aspects helps in choosing the right tool that aligns with the company’s objectives and budget.
Customisation and branding: Customising surveys to reflect your brand’s look and feel is important for maintaining consistency and encouraging participation. Survey tools should offer options for custom branding, question types, and survey design to create a more engaging and tailored experience for respondents.
Integration and data analysis: Survey tools should integrate seamlessly with existing systems, such as websites, CRM, and social media platforms, to reach a wider audience and improve response rates. Robust data analysis and reporting features are crucial for turning survey results into actionable insights.
Security and cost considerations: Security and compliance are paramount, especially when handling sensitive data. Choose tools that offer strong security features like data encryption and comply with relevant regulations. Additionally, consider the overall cost and value of the survey tool, keeping in mind that investing in quality tools can lead to long-term benefits.
