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20/02/17
The whole reason for undertaking a survey is to find out what your customers think about your organisation and what they need and then to use your data to meet their expectations and requirements. From postal surveys to telephone, SMS and online surveys, valuable insight into your customer’s feelings and expectations can be gauged … if you ask the right questions.

So how can your organisation be sure that it is including the right questions and using the best way to contact customers? Beginning with the question words below is a good way to start.

Why? Who? How? What?
Why are you undertaking a survey?
Having a clear idea of why you are conducting research and what you want to find out is the key starting point. Try not to deviate from your aims and don’t be tempted to add in every question you can think of. Keep the survey focused, concise and relevant.

Who are your customers?
Questions regarding demographics can seem boring, but they are often essential for pinpointing the views and needs within your population, providing you with an understanding of what customers want from your service. Using criteria such as gender, age, area and ethnic group can help to make sure that your organisation has all the tools necessary to meet their needs and communicate with them in the right way. When we conduct your survey, we can work with you to access this data from other sources wherever possible and minimise the personal element of your questionnaires.

How are you going to contact customers?
How you decide to undertake the survey is determined by a number of factors, including the profile of your customers, how much information you want to collect, the geographical spread of customers and your budget. We offer a number of effective techniques to meet your needs, including the option of combining different approaches to target sub-groups within the population. Whatever your requirements, from SMS to online, telephone or postal techniques, we can advise and help your organisation.

What are the key issues for your customers?
Asking these questions points you in the right direction and can help to focus your resources in the most effective way. What is going to make the biggest difference to residents? What will most improve the service in their eyes? Gaining an understanding of these issues can help you come up with ways to approach them that will really work.

How do you compare…?
Placing results into context means that you have a real understanding of what the findings are actually telling you. Using available resources, such as comparative data or results from your previous research allows your organisation to understand how your services are changing and how you are performing compared to similar providers.

If you are thinking about a survey in 2017, why not give Kwest a call on 0161 448 1388?