I have lost count of the number of survey links I’ve clicked on from hotels/services that want my feedback. In general, if it is a service I care about, I do click as I’d generally love to help. But, the moment I see that the question I answered is part of page 1 of 21, I generally quit.
As far as surveys go, the biggest reason for crap surveys is the creator-consumer gap. Either the creator has forgotten what it is like to be a consumer or is too busy pleasing his boss.
How do we fix it? Keep it simple. I believe most “quality check” surveys require 4 questions in 1 page – the only button on the page should be a large “Submit” in the bottom.
1. How did we do? (1-10 rating with 10 being perfect and 1 being dismal)
2. If not a 10, how could we make it a 10?
3. What are things we did better that we need to do more of?
4. Any other specific comments/feedback/praise?
Thank you. Let’s move on.
And sure, you can add 20 other questions in 20 different pages – but just remember that you’re minimizing the chances that a consumer who cares will ever get through a survey and give you useful feedback.
Keep it simple.
A Learning a Day 