The 10 Worst Customer Feedback Question Mistakes You Can Make

Consumer Products & Retail

August 1, 2018 / 2 min read


Customer Experience

The 10 Worst Customer Feedback Question Mistakes You Can Make

The 10 mistakes to avoid when creating a satisfaction survey.

When it comes time to survey your customers about their experience with your company, there are several elements you should keep in mind to avoid weakening the effectiveness of your measurement tool. Indeed, not all questions should be asked, and it is important to know how to formulate them to obtain the desired information and to avoid respondents abandoning the survey.

The following are some mistakes to be avoided to have an effective measurement tool:

  • Asking too many questions
    A company’s normal reflex is wanting to measure everything by means of a survey and asking all the questions it wishes to obtain answers to. However, an overloaded survey will greatly reduce the response rate, increase the abandonment rate and even worse, reduce the accuracy and authenticity of the data collected.

Thus, the more precise and concise the content of the survey, the more accurate the answers obtained from your respondents will be, and the more likely they will want to participate in subsequent surveys.

  • Asking too many open-ended questions
    Asking a consumer an open-ended question involving a written answer requires much greater effort than simply selecting a response. Therefore, when building the measurement tool, it is important to choose for which question(s) it is most interesting to obtain a response that includes qualitative elements.
  • Asking personal questions right from the start
    The “socio-demographic” questions are essential in order to segment results for future analyses. However, respondents not wanting to disclose too much personal information may feel uncomfortable with these types of questions.

It is therefore important to offer respondents the opportunity not to disclose this information by adding to each of these questions an answer choice such as: “I prefer not to answer.” Moreover, in order to optimize the response rate to these questions, it is best to place them at the end of the survey so that respondents will have more confidence in your business throughout the survey and feel more comfortable in disclosing this type of information towards the end.

To find out more about other mistakes to avoid when writing a survey, see Adam Ramshaw’s entire article.

You would like to implement a satisfaction survey or VOC program within your company? Please do not hesitate to contact us for further details.


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