Create surveys that guide the representative, don't burden the customer, and are suitable for decision-making.
A good telephone survey is short, clear, and focused on the purpose. The order of questions, the wording, and the answer options should not lead the customer; it should clearly define which question the representative will move on to when faced with different responses.
When designing a survey, it should be evaluated whether the concept being measured is truly compatible with the question being asked.
Question types
Single choice and multiple choice
Numerical score and scale
Yes or no
Date, amount and duration
Open-ended text
Product, customer, or process selection
Conditional statement and follow-up question
Flow rules
Skip the question based on the answer.
Requesting additional clarification on a specific answer.
Mandatory and optional questions
Hide the inappropriate question.
Conditions for early termination
Sales opportunity, complaint, or task creation triggers.
Representative guidance
The representative can be shown why the question is being asked, what explanation is needed, and what information to refer to when the customer has a question. The guidance text should not be a rigid script read mechanically to the customer.
Testing and release management
Pilot customer group
Average completion time
Rate of skipping or abandoning questions midway.
Feedback on unclear questions
Question version and validity dates
Maintaining comparability with previous results.
Design your survey not to ask as many questions as possible, but to generate reliable and actionable information with the least amount of burden.