Creating Valuable Client Surveys with Airtable

What if there was a quick, easy, and cost-effective way to find new revenue streams, improve your products, and make your customers happier?

Turns out, there is. It’s a simple client survey — and Leverage can make it happen!

The Client Survey

Companies have been using client surveys for decades, and for good reason. A survey can help you understand your clients on a deeper level and provide valuable insight into your products, your business, and your customers.

We realized early on that this is something many of our clients could benefit from, but most people don’t have the tools, time, or foresight to do it themselves. That’s where the Leverage team comes in. We’ve developed a simple process for creating client surveys that can provide big results (from a small investment).

Here’s how we do it…

Crafting the right questions

The first step in creating a client survey that generates results is to figure out the right questions to ask. The goals of a client survey are generally as follows:

  • To find ideas for new products, services or revenue streams.
  • To find out which products or services are working.
  • To find out which products or services aren’t working.
  • To gather feedback on how to improve your products or services.
  • To gather information about your customers.

There will be, of course, some differences depending on your unique business. So, with those goals in mind, we can work backward and find the right questions to ask to get the information we’re looking for. Here are a few examples of questions we’ve included on surveys for our clients:

  • What do you like about [product/service]?
  • What do you dislike about [product/service]?
  • What do you feel is missing from [product/service]?
  • Is there anything you feel is missing from [your business or your industry]?
  • Which of our products do you own?
  • Which products have you recommended to your friends, if any?
  • When did you first find out about our company?
  • Have you used any products from [competitor]?
  • What advancements would you like to see in our industry?

As you can see, these questions are fairly straightforward. We find the best strategy is to get on a call right at the beginning so we can dissect your business, your goals, and figure out the best questions to ask. These types of sample questions are a good jumping-off point, but the more we can customize it to your business, the better.

Building out the process

Next, it’s time to actually build out this survey. This is generally a quick and painless process.

We use a tool called Airtable to generate simple surveys that auto-populate responses into a spreadsheet. If you’ve never used Airtable, it’s like a spreadsheet with a whole lot of extra functionality. Plus, it looks nice!

Airtable is a great tool for this because the forms look clean, professional, and they can be customized with your branding. While you can use Google Forms for something like this, we find that Airtable offers a better experience.

Building out the Airtable form is a simple process. And you could just leave it at that… But let’s do this thing right!

If you really want to make your survey professional, you can take it a step further and create a custom URL and then redirect it to your survey link. That way, instead of having to click a random Airtable link with a jumble of letters, you can simply tell your audience to go to www.mywebsite.com/survey!

When your audience fills out the survey, all of their answers will be nicely organized in a spreadsheet for you to review and analyze.

Sending it out

Now that the questions have been decided and the survey has been built, it’s time to send it out! We recommend sending it out on all of your social media channels and to your email list.

One tip for anyone interested in doing this is to include some sort of promotion to incentivize people to fill out your survey. In most cases, a promo code for a discount on your website is a great option. Another popular option is to enter anyone who fills it out into a contest for a free product.

Whatever it is, it should be valuable enough that people are willing to put in five to ten minutes on a survey to get it.

This incentive has two benefits:

  1. It gives people a reason to do the survey, so you will see far more results. Most people aren’t going to fill out a survey unless there’s something in it for them.
  2. It allows you to make the survey slightly longer and more in-depth. Without an incentive, you’ll need to keep the survey extremely short or, once again, no one will fill it out.

In one case, we received 40,000 responses on a survey, which was about 40% of our client’s social media following at the time. Those numbers simply wouldn’t be possible without an incentive.

The results

This project is quick and simple. It takes no more than a few hours of time from a Leverage team member… But the results can be incredible.

In most cases, this provides a quick ROI. We’ve seen clients develop new products based on the answers they received in a survey. We’ve also seen clients discontinue products that aren’t well-liked or change products to improve sales.

No matter how you slice it, there is virtually always a solid return on investment with a survey like this.

So, what are you waiting for?


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