Using online customer surveys to measure customer satisfaction

[mandy]

Using surveys as a strategic tool is the most overlooked strategy of small businesses," says Keefe.

She offers four tips for businesses that want to leverage online surveys:

      1. Pre-test your survey to a small cross-section of your mailing list, about three to five key people. Call them in advance and personally ask them to take the survey. Then call them back and get their feedback about the survey over the phone.
      2. Always ask the question: "If I get this kind of information, what am I going to do with it? If you are not going to do anything with it, don't ask it," says Keefe.
      3. Write the survey questions in such a way that they a measure a degree of force. For example, ask your customers to rate your product or service on a scale of 1 to 10, but if they don't rate your service a 10, find out what would have made it so.
      4. Start working with a consultant who can help you communicate "around" the survey questions by making the most of the intro paragraph, the survey title, the e-mail subject line and all other supporting content...

full article: http://www.ecommerce-guide.com/resources...hp/3632576