Short surveys are all the rage in today’s customer experience measurement (CX) landscape. Unfortunately, some organizations are cutting survey content at the expense of valuable insights. In an earlier blog, we touched on some of the pros and cons of shorter surveys. Now we would like to give you a guide to help you make the right decisions for your measurement strategy.
If you’re thinking of trimming down your survey, take these considerations into account before you get started.
Look at what you’ve got
First, work with your account management team to audit your survey content. Understanding what survey questions are providing actionable insights is critical to maintaining a survey that collects the data you need. The strategies below are a great starting place to determine what questions could be removed.
Right changes. Right time.
When planning a survey change, timing is key. All survey changes can come with unanticipated shifts in scores or other metrics, and implementing them at the wrong time only makes it worse. If you’re planning to track upcoming changes in your organization, making changes to your survey may affect historical comparisons.
Instead, you should try to make survey changes when:
Knowing your goals before editing your survey content is important, and outlining your success criteria can help you get there. But what does a successful survey look like?
Our experience and research has found that these are good indicators that the survey changes are effective:
Testing your methods
Once you’ve assessed your survey and know what success looks like, it’s time to test! We recommend testing the revised survey side-by-side with your existing survey so you can:
It’s also important to determine how long to run your test. You want to be sure you’ll have enough sample to compare the existing survey with the new survey to get conclusive results. Your research analyst and account team will be able to help determine how long it will take to collect an adequate sample to be confident about the findings of your test.
Shortening your surveys is a great way to ensure you’re getting the highest sample possible—but going in without a plan can leave you with an ineffective survey. Here’s how to shorten your survey successfully:
Taking these preliminary steps can help make sure you survey is respondent-friendly while still giving your organization the data and insights it needs to take action.
Want to learn more about how length affects your response rates? Check out our white paper: Increasing response rates by managing survey length.