How To Utilise Surveys To Understand Your Customers' Needs
Understanding your clients is essential for delivering excellent service and building long-term relationships. Surveys are one of the most effective ways to gather feedback, identify areas for improvement, and ensure that your offerings truly meet client expectations.
Surveys do more than collect opinions. They help you learn what clients think, feel, and need. They create opportunities to improve your website, online tools, and digital interactions. A smoother online experience increases trust and keeps clients engaged. However, the success of a survey depends on more than just sending it out. You need thoughtful questions, the right tools, and a strategy for encouraging participation.
This article explains why surveys matter, how to motivate clients to complete them, and which tools and questions will help you get the most useful results.
Why Client Surveys Are Important
1. Improve the Online Experience
Your website, booking system, onboarding process, and support channels all contribute to how clients experience your brand online. Surveys help you understand where clients feel lost, what frustrates them, and what could make their journey smoother. This allows you to create a more seamless and user-friendly online environment that encourages return visits and action.
2. Discover Hidden Feedback
Clients may not always share concerns during regular interactions. A well-designed survey offers a comfortable space for honest feedback. This helps you uncover issues or suggestions that you might not hear otherwise.
3. Support Better Decision Making
Surveys give you direct insight into what your clients need. You can use this information to shape services, improve workflows, and guide future investments. Every response brings you closer to making informed choices instead of relying on assumptions.
4. Show Clients That Their Opinions Matter
Asking for feedback shows that you care about your clients’ experiences. People appreciate being asked what they think, and even more so when they see changes based on their input. This improves satisfaction and increases the likelihood of referrals and repeat business.
How to Encourage Clients to Complete a Survey
Creating a thoughtful survey is important, but getting clients to actually complete it takes planning. Here are a few effective strategies:
1. Keep It Brief
Aim for a survey that takes no more than five minutes to complete. When clients know it will be quick, they are more likely to respond.
2. Be Clear About the Purpose
Tell clients why you are asking for feedback and how it will be used. A short introduction at the beginning of the survey can go a long way in setting expectations.
“We’re reviewing our online client experience and would love your input. Your feedback helps us make things easier and more enjoyable for you and others.”
3. Offer an Incentive
Incentives can improve response rates. You might offer a discount, a helpful resource, or entry into a giveaway as a thank you.
4. Choose the Right Timing
Send your survey when the experience is still fresh. After a project is completed or a service is delivered is often the best time to ask for feedback.
5. Make It Easy to Complete on Any Device
Many clients will access your survey from a phone. Use a platform that works well on all devices and is easy to navigate.
Tools and Question Types for an Effective Survey
Useful Tools for Creating Surveys
- Typeform – Clean layout with a conversational style
- Google Forms – Simple and reliable for basic surveys
- SurveyMonkey – Offers detailed analytics and customization
- Tally.so – Easy to use with helpful features for small teams
- Jotform – Great for advanced needs with plenty of templates
Choose a platform that suits your workflow and feels easy to use. Clear design and quick setup will encourage more responses.
Types of Questions That Work
To gather useful insights, include a mix of question styles:
Multiple Choice or Rating Scales
Helpful for measuring satisfaction and preferences
“How easy was it to find what you needed on our website?”
Open-Ended Questions
Allows clients to share specific thoughts in their own words
“What could make our online process more convenient?”
Agreement Scales (Likert Style)
Useful for understanding perceptions or experiences
“I found the online booking system simple to use.” [Disagree to Agree]
Ranking Questions
Helps you understand what clients care about most
“Please rank these features in order of importance to you.”
Yes or No Questions
Quick and easy for clients to answer
“Were you able to complete your task on our website without assistance?”
Keep the wording simple and the tone friendly. Avoid leading questions and leave space for open comments when possible.
Surveys are a practical way to listen to your clients and learn how to serve them better. They provide insight into how people experience your brand, especially online, where first impressions and ease of use make a big impact.
When you use surveys to improve your website, client portals, and digital tools, you make it easier for clients to engage with your business. Keep surveys brief, clear, and accessible. Choose tools that work well across devices and ask questions that uncover what truly matters. By acting on the feedback you receive, you strengthen your service and make every client interaction more rewarding.
