The chances are that if you open your inbox right now, you will have unopened emails from companies you recently interacted with asking you for feedback on your experience. Customer surveys can provide invaluable insight into what consumers are REALLY thinking. But more often than not, companies do not give the survey enough thought as to how it looks in terms of design and what questions are being asked. At eyefall, we design surveys and write copy for some of the world’s biggest brands. We know when to send surveys and what to say! Here are some things we have learned along the way.

Did you know that 79% of consumers now expect a more personalised experience with brands?

  1. Make it look pretty

Do not underestimate the power of aesthetics and creative design. A survey that looks good and is easy to complete will get a higher response rate, it’s a no brainer! Given that most of the surveys are now completed a mobile device, it has never been more important to create a clean, responsive look. This not only includes the survey itself but also the email/SMS that is sent to the customer.


  1. Create a Hook

Put yourself in the shoes of the consumer. Why should they take a few minutes from their day to answer your survey? If they are scanning through many of their promotional emails, why should they open yours over the tons of other mails they get? One such way is to offer an incentive. For example, with a client of ours, the subject line reads “Complete this 2 minute survey & get 15% off official merchandise”. Upon completing the survey, the customer is presented with a promotional code and link to the e-commerce store where they can shop. This also drives additional traffic and revenue to the site.


  1. Less is More

Keep it short and sweet. Don’t add more words in when you don’t need to. People today have a short attention span, you are not writing a novel so don’t use 10 words when you can use 5! We recommend asking no more than eight questions and keeping the completion time under two minutes. Also, do not use acronyms that people may not understand. Customers don’t want to spend time decoding confusing questions. They will either answer inaccurately or exit. So, don’t make them think twice.


  1. Include An Open-Ended Question

People like to rant and this is where you will get your best customer feedback, good and bad. While open-ended questions can be hard to analyse and code when you are getting hundreds of responses, they are essential. Scaling 1-10 satisfaction questions will only tell you so much,


  1. Make it Personal

Did you know that 79% of consumers now expect a more personalised experience with brands? How often have you received an email that starts with “Dear Valued Customer” If you value the customer, you should know their name where possible. Plus, if you know anything else about them that you can include, then you should do it. For example, “Dear Emma, we know you recently visited our Audi Dublin dealership to test drive the Audi A3 1.6 TDI model”, making it personal is better from a brand perception perspective and will also ensure you get a high response rate,.


  1. Think About When You Are Sending It

All email and SMS providers allow you to schedule communications, take advantage of this feature! Think when is the best time to send it to the market. We know a survey landing in an inbox Monday morning is not likely to get answered, think about then your target audience has some downtime to scan through their personal mails, perhaps on the commute home or when they are at home in the evening. Check for public holidays also in the market you are sending the surveys to and avoid sending them early in the morning or late at night, check the time zones!


  1. How Are You Sending It?

Again, who are your audience, are they more likely to answer an SMS or email survey? This is usually dictated by age and market culture. We have found that an older demographic are more likely to answer SMS surveys while a younger audience are more likely to answer email surveys. Of course, you can also send the initial survey by email and follow up by SMS within two days if there is no response and vice versa. We have also found that some markets use SMS more than email to communicate.


  1. Use Logic To Increase Relevancy

With Feedback by eyefall, we can build in logic that will auto skip questions that are not relevant. This is essential as we do not want to waste their time and encourage them to exit the survey without completing it.


  1. Ask One Question At A Time

Presenting customers with numerous questions on a single page is a sure way to overwhelm them. That’s why our Feedback surveys ask one question per page. It makes for a cleaner user experience


  1. A Picture Paints A Thousand Words

Images can be a great way to enhance your survey, but it only makes sense if the images is pertinent to the question you are asking. Remember, most of your customers will be taking your survey on a mobile device. Use the screen space you have wisely and only incorporate essential information.



As you consider your next customer survey, think about how you can make the experience even better for your customers. Their feedback is invaluable to your business.  So spending a few extra minutes improving your survey design or reducing clutter can make a major impact in the long run. Plus, if you work with eyefall, you will have a team of creative designers and content writers at your disposal. Click here to demo a Feedback survey by eyefall and if you would like to learn more, get in touch with us at