7 Steps to Mobile Survey Success
Intuitively, customer individuality makes perfect sense. We’re all different. Yet at the end of the day, many brands know little about their customers on an individual, human level. Even some of the most customer-centric brands are guilty of overemphasizing aggregate metrics, like star ratings, net promoter scores, and trends in retention and per-customer revenue. They trade unique characteristics, habits, and preferences of the customer as an individual for a big-picture view of the “customer” as an abstract concept.
The customer insights needed for personalized marketing are elusive, but nonetheless there—in the behavior of your customers, in their interaction with brand communication, and in their words (or more often, in their silence). We often hear of the need to ‘give customers a voice,’ but in reality, your customers already have a voice. You just have to have the tools in place to actively listen for it.
To help you in gathering mobile customer feedback, we created a brand new guide, 7 Steps to Successful Mobile Surveys. In the guide, we share seven brand-tested steps for using in-app surveys to excavate the “voice of the customer” and lay the groundwork for winning competitive advantage through a comprehensive understanding of your customers.
What you’ll learn
At the end of the day, those companies that stand out from the ever-growing sea of apps are those that listen to, engage with, and retain their customers—wherever they may be. In other words, those apps that communicate with their customers on an individual, human level.
7 Steps to Successful Mobile Surveys will help you craft customer-centric, mobile-focused surveys. Through reading the guide, you’ll learn:
- 7 steps to creating mobile surveys
- Steps to learn what customers care about in your product
- How to prevent customers from ditching your brand for a compelling alternative
- Tips to find insight into what makes a customer your customer
And so much more! As a teaser, let’s look at some of the tips shared in the guide.
The do’s and don’ts of mobile research
Before diving in creating your next mobile survey, we want to share a few best practices that we’ve discovered with the help of our customers. These are proven tips for creating effective mobile surveys optimized for response rates, customer experience, and the collection of actionable insights.
When designing your mobile research instrument, do:
- Design with mobile in mind
- Keep questions brief and concise
- Allow customers to opt out at any time
- Aim to address your research objective with as few questions as possible
- Limit the number of options for multiple choices
- Break the questions up so that only one or two appear at a time
- Provide an ‘Other’ field with a text box for fill-in answers to your multiple-choice questions if you suspect that some respondents may have answers you had not previously considered
- Add an option for ‘Don’t Know’ or ‘Not Applicable’ for questions that some respondents may not be able to answer
- Pre-test your survey internally to identify any weaknesses and ambiguity
- Prompt the survey at an intelligent time during your customers’ in-app experience
- Create overlap in multiple-choice responses. All responses should be mutually exclusive to avoid confusion
- Present rating scales with large matrices of options or questions ones that require scrolling on a mobile screen. All questions should be written with mobile view-ability in mind.
- Create vague responses that are open to the interpretation of the respondent (e.g. If asking about use frequency, give tangible options like ‘twice a week’ and ‘once a month’ rather than ‘often’ or ‘rarely’)
- Frame questions in a way that leads the respondent or creates bias (e.g. “Why do you like this app?”)
- Request personal information at the start of the survey as this may lead to lower response rates. If you need this information, make the questions optional and move them to the end of the survey.
Grab your copy now
What are you waiting for? Grab your free copy of the 7 Steps to Mobile Survey Success today!
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