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Customer Service: 5 Ways to Craft a Client Survey That Gets Responses

Posted on March 17, 2016 by Phyllis Gillman

Phyllis at her desk

First off, this is a special week on the Candid Customer Service blog. Ask me a customer service related question in the comments below and If you question is chosen AND featured in the April 14th issue of Candid Customer Service, you’ll win a $100 Visa giftcard! See official rules here.

Ever wonder what your clients really think of your company and the service you provide? You’ll never truly understand your customers and their needs unless you ask. Setting up customer surveys doesn’t have to be complex and intimidating. Simple, post-service surveys can provide you with actionable data that ignites positive changes in the way your company serves your clients. 

But how do you craft a survey that will actually be completed so that you can make adjustments and improvements? 

Time Your Survey 

Gather feedback from your customers immediately after you’ve interacted with them so your company, and the service they experienced, are fresh on their mind. Use a simple online survey service where you can input your questions (such as SurveyMonkey) and send your clients a quick link. 

Keep Question Extremely Simple and Short

Ever received a survey that requires too much of your time? Me too. And even those more complex surveys that I begin, never end up completed. Keep questions as concise as possible. 

Keep Answer Options Even Shorter

You’re more likely to receive a response (and a completed survey) if you keep the answer options very simple (think two possible answers). Yes or No. Agree or Disagree. Offering a range of answer options can be daunting to the client working on a survey and you may end up with middle-of-the-road answers for all of the questions offered or an incomplete survey.

What you really want to find out when you send a client a survey is whether or not you have provided quality service and how you can improve in the future. 

Offer Opened Ended Spaces for Clients to Expand on Their Answers

Not every client will write something extensive about the service they’ve received but providing a space for them to expand on their answer will help you delve deeper, when possible.  

Once You’ve Gathered Data, Take Action

Asking your clients about their experience with you and your company is only half the battle when it comes to improving your customer service. Taking action based on the big picture that is revealed after surveying multiple clients is equally important. 

Gather your team together on a regular basis to discuss the surveys feedback you’ve received. Is it taking your team too long to get back to your clients? Is your website difficult for them to navigate and find solutions? Take note of trends in the feedback you receive (both good and bad). Recognize the wins your team has and discuss how some of your shortcomings can be improved. 

Take a look at my favorite, straightforward survey questions and start compiling feedback from your clients that will allow you to serve them better (and smarter). 

CSR Survey

Bonus tip: if your client says they’d recommend you to a friend or family member, send them a follow up email and invite them to review your company online. Send a thankful note via email and a link to one of the reviewing sites you use (such a Google, Yelp or Facebook).

Don't forget to leave your Customer Service related question in the comments below for your chance to win!

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As a 27-year customer service veteran in the insurance industry, Phyllis Gillman has spent more than her fair share of time helping clients and customers. In her long stint in the industry, she’s answered over 702,000 phone calls.


You can stay updated on Phyllis’ favorite customer service tips, tricks and trends by subscribing here.



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