Customer survey checklist
Below, we have compiled a short checklist covering the most important points to consider for a customer survey. Do not simply tick off the individual questions and points. Also consider who is responsible for each step, when it should be initiated and how it will be monitored. You can download the checklist as a PDF and use it as a template:
- What information will be collected? (Content of the customer survey)
- Has the objective been defined? (Measure satisfaction? Ask about preferences? Obtain what type of information?)
- Are the question formats aligned with the objective? (Question about satisfaction?)
- Are the question types aligned with the analysis? (Open versus closed questions)
- Have the target group and quotas been defined? (50% female, 50% male, etc.)
- Has a data processing agreement pursuant to Article 28 GDPR been concluded?
- Has an invitation to participate been prepared?
- Have the questions been implemented in the online survey software?
- Has the customer questionnaire design been adapted to the company?
- Dynamic response paths? (Skip logic and visibility rules)
- Has a start page been created? (Introductory text)
- Has an end page been created? (Closing message and desired redirect)
- Has the survey been tested? (Pre-test, for example with colleagues)
- Has the feedback from the survey test been analysed?
- Has the feedback from the survey test been implemented?
- Has the customer survey been launched?
- Have customers been invited?
- Monitoring – drop-out analysis, customer feedback and response trends
- Quality assurance – improve the live customer survey based on monitoring data
- Send reminder emails
- Optional: enrich the results with an additional offline customer survey
- Analyse the results according to the defined criteria
- Present the results
