Join Jeff Toister for an in-depth discussion in this video Evaluating question types, part of Using Customer Surveys to Improve Service.
- In this video, we'll walk through the basic question types you're most likely to use for your customer-service survey. The three most commonly-used types are: Rating scale, Multiple choice, and text response. The first type is the Rating Scale. These questions are used to compute your surveys' scores. Customers are asked to rate their service by reading a statement and selecting a score. The score is usually a continuum where one represents a low score and the high number represents a high score. There's also an alternative called the Likert Scale.
With Likert Scale questions, customers are asked to rate their level of agreement with a particular statement such as: "The customer service rep was friendly". The responses can be converted to numerical scores when the survey's analyzed. In this case Strongly Disagree would be one. Disagree would be two and so on. This variation is handy when you want to identify whether your customers feel certain core service elements, like friendliness, were properly delivered. The next type of commonly-used question is Multiple Choice.
These questions have a wide variety of applications. You can ask demographic questions, for instance, an insurance company might wanna find out "What type of insurance policies their customers carry?" They can then use that information to see if satisfaction levels differ when customers use different products. You can ask customers to recall facts about specific aspects of their service. For example, a restaurant might ask guests weather they were greeted when they first arrived. You can also ask questions to narrow down specific variables such as: The nature of their problem, the time of day or the person assisting them.
If you have multiple locations, you might ask customers which location they visited. This would allow you to compare survey scores between locations and see if they're any differences. A third popular question type is Text Response. These are question where customers are allowed to input whatever text they'd like. You can use a text-response question to capture general comments at the end of the survey. These often turn up some very useful information. You can also use Text Response questions to drill deeper into a particular question.
This allows you to compare what customers are saying when the give you high ratings versus what customers who give you low ratings are saying. Many survey delivery platforms allow you to make a question mandatory or optional. It's a best practice to make Text Response questions optional. Since not every customer would want to include their comments. You can explore this topic further by selecting questions for a survey you'd like to implement. You can also evaluate the questions asked in a survey you're already using.
Keep in mind that the specific types of survey questions you select, should all come down to one thing. What's your survey goal? When designing your survey, good questions should help you uncover the specific information that allows you to improve customer service.