To get the most from your customer surveys, it helps to stick to some best practices. This article details some of our own findings on how to get the most out of every opportunity to gather customer responses and turn them into action.
Start with our surveys checklist
Do you need this data?
When should you use a survey?
What's the goal of your survey?
Our own Research and Data Analytics team have put together a survey checklist we use before creating any survey to make sure we're on the path to success. Check it out here in more detail.
Choose the right survey format and delivery method
Intercom surveys come in lots of shapes and sizes. For the best engagement and results, it's important to choose the correct format and delivery method.
We’ve found that large surveys drive higher response rates, but can be disruptive so should be saved for when you have important questions you need to prioritize.
Deliver surveys in context
If you're asking about a specific feature of your product, show the survey on that product page. If you'd like feedback from your customer on a recent purchase of theirs, include the survey in an email or push notification that includes other relevant information about the transaction, such as the order receipt. Whenever possible you should minimize the amount of effort it is for your customers to engage with valuable, actionable feedback.
Keep your surveys short and to the point
We've found that our sweet spot is 3 questions at most, based on our own usage, and our customers' usage of Intercom Surveys.
Plan how you can use the data you collect to drive change
A great survey should only be the beginning of something much more meaningful for you and your customers. Saving the data you collect to a user attribute can drive follow up actions and workflows in Intercom (and any part of your tech stack you integrate with Intercom). Check out this article for more on how to use your survey data for impact with Intercom.
Use audience targeting to survey users at the best time for them
Use page URL rules and time on page rules to control where and when the survey appears. Eg. it might be best to wait until your customer has been on a particular page for 30 seconds to make sure your survey doesn’t distract them from a key part of their workflow.
Don’t go too broad with your audience - think about how many responses you need and work back from there.
Add send times and start/stop dates for your survey when it's possible. Once you have the data you need, give your customers some space.
Don’t over-survey
This is dependent on the business and what you’re trying to learn. At intercom, we recommend surveying our users no more than once a month.
Consider other messages they may be receiving with Intercom, and use the ‘last contacted’ data attribute to ensure you don't over-message. Too many messages can hurt engagement across your entire customer experience.
Make it fun and personal
Include user and company attributes in the survey to help the user feel like the survey is tailored to them.
Consider putting a face to your survey by showing a sender name and avatar.
NB: if you’re looking for candid feedback then it may be best to keep it anonymous - eg. we found an anonymous approach helped increase engagement with our own NPS® surveys.Have fun - if it feels appropriate, include gifs and emojis to lighten the mood.
We'd love to know any of your survey tips - share them over in Intercom Community 🙌
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