Top 3 Customer Service Survey Mistakes

Andy Lees

by Andy Lees

August 29, 2014

Don’t make these 3 common mistakes in your customer service survey.

As customer’s we’re constantly asked for our feedback; after a hotel booking, attending an event or buying something online. But very often we ignore these opportunities to praise what’s great or improve what’s bad.

As business people we understand the how critical customer feedback is and we hope (or wish) that our customer service surveys don’t go ignored. But if you’re making these mistakes, then chances are they will be.

Mistake #1: Too Many Questions

This should be the most obvious one in the world. Yet time and time again companies send out long customer service surveys that no-one has the time or will to answer. Don’t ask about every single aspect or your service or ask about things that are not relevant. Keep it short and sweet (no more than 10 question, max!). And only ask about the stuff that’s really important.

Mistake #2: Wrong Format

How often do you still get handed a tatty piece of paper at the end of an event? You may have been taking notes on your tablet or live tweeting from your phone, but when the event wraps up you’re thrown back to the 1950’s with a piece of paper and a pencil. Or you receive a customer service survey by email and you open it on your phone, only for the formatting to be so poor that you can barely answer the questions.

Think about the format that is most convenient and gives the right impression to your customers. And when you send a survey by email, be sure it works well on a phone!

Mistake #3: Poor Design

Despite the overwhelming success of Apple’s products, the impact of great visual design is often underrated. Time after time we are asked to complete ugly, poorly formatted customer service surveys. The survey often feels like an uncared-for afterthought. But the reality is that the survey is as much an extension of the brand identity as any other communication. And sometimes it might be the very last communication opportunity with that customer. Remember that the customer service survey is an extension of you brand. And what’s more,  a great looking, well designed survey is much more likely to be completed.


Deep down we all know which feedback requests we respond to and which we ignore. Getting it right isn’t rocket science, but you do need to follow these 3 simple rules:

  • Keep the survey short
  • Optimize for mobile
  • Care about elegant design

If you’re looking for a survey tool that ticks all those boxes and helps you design a best practice customer service survey, sign-up at

Andy Lees


Andy has 18 years experience managing technology and data for the consumer insight industry. He is passionate about innovation, fascinated by data and inspired by smart digital products.