What can you really learn about a person from a single question? A lot.
When we think about surveys, we tend to think about long, time-consuming exercises. We think about page after page of questions that all sound the same, some of which require that we type out a full response in a box entirely too big for what we have to say.
But companies everywhere are starting to learn that the modern survey is much simpler. 1-question surveys get more engagement, and more answers. And if the question you ask is the right one, you can glean key information about how to grow your business.
- A domestic airline uses a single question survey after every single phone interaction between staff and customers. The question – “on a scale of 1 to 5 with 5 being the best, how would you rate the quality of service you received on this call?” With that simple question, the company can determine changes in customer service quality, and focus on improving areas where customers are least satisfied.
- A large ecommerce brand uses a single question survey on their website, always visible on the bottom right-hand corner of the screen. The question – “were you able to find what you were looking for today?” With that simple question, the company knows how usable their website is to its visitors, and can begin to focus on improving the user experience based on the responses.
- A consumer software tool uses a single question survey, sent via email, to all customers after they use the product for the first time. The question – “how likely are you to refer this tool to a friend or family member?” With that simple question, the company can determine how well they are meeting expectations, and focus on improving the product over time.
Let’s rethink surveys and create simple, engaging experiences for our customers.