Collecting Feedback with Logic Surveys

Surveys are a great way of collecting Customer Feedback, and the core of any survey is the questions you ask in the survey. But including good questions is not enough. You need to ensure that the questions are relevant to the particular customer, the order of your questions is correct, and it is the right moment to ask them. In other words, your surveys should be logical.

Imagine somebody asks you whether you like fudge or not, and you reply that you don’t like it. Then the same person asks what your favorite flavor of fudge is. Does it sound logical? Of course, not! The same is the feeling of your customers when your survey questions are not based on logic and go irrelevant. Here comes the need to create Logic Surveys. In this article, we will explore what Logic Surveys are, how Survey Logic works, its benefits, and how you can create Logic Surveys.

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The feature of Survey Logic skips or hides some questions or a part of the survey from respondents specifically based on their responses according to the conditions set by the surveyor. Let’s explore more about the different types of Survey Logic and how they work.

Survey Logic is responsible for making the surveys sound logical. It works as Skip Logic and Survey Branching, Hide Logic, and Survey Redirection. Let’s understand it through some examples.

1. Survey Skip Logic 

Skip Logic is a feature that changes the survey's pattern, appearance, and content based on the customers’ responses to the previous question. When you set conditions of skip logic, it skips some questions and takes the respondents directly to the questions relevant to them. Let’s understand it with the help of an example.

For instance, you conduct a Net Promoter Score Survey for your customers to measure customer loyalty and satisfaction. Customers give you ratings from 0 to 10 based on their likeliness to recommend your brand to others. Now, you want to ask follow-up questions from your detractors (0-6), promoters(9-10), and passives (6-7) to know the why behind their ratings.

Of course, you cannot follow them up with the same question as you want to apologize to the detractors, thank the promoters, and ask the passives how you could do better. Applying Skip Logic will help to ask the relevant questions from your respective respondents after they have provided the ratings. With skip logic, you can skip the irrelevant questions and ask only relevant ones for the particular customer. Now, the survey presents different questions from different respondents.

• For Promoters(9-10): Thank you so much for encouraging us. We are delighted to know that you liked our product. We would love to know what you liked the most about our product?
• For Passives (6-7): Thank you for your honest feedback. We would like to know more about how you think we could do better to provide you with an excellent experience.
• For Detractors(0-6): Sorry for your bad experience. It will be really helpful if you let us know where things went wrong so that we can improve your experience.

Similarly, you can ask reasons from your respondents who had a high effort getting the job done from your business and skip this question for those who agree that you helped them get their work done or issue resolved.

Some examples of when you can use Survey Logic:

• Based on CX Metrics
  Display different survey questions based on CX Metrics conditions to Happy, Unhappy, or Neutral customers in case of Customer Satisfaction Surveys; different questions to high, low, and medium effort customers in case of Customer Effort Score Surveys; and to detractors, passives, and promoters, in case of Net Promoter Score Surveys.

2. Hide Logic

Hide Logic is similar to Skip Logic, but in Hide Logic, you hide all those questions that you do not want to display in the survey. In Skip logic, a part of the survey is skipped and the respondent is taken to the relevant questions but with Hide Logic, you can hide one question at the moment.

Some examples of Hide Logic are:

• Patient Experience 
  When you want to measure experience on specific items like radiology, X-ray, etc., you can have one screen that asks what services did they avail and then hide the other screens. 
• Shoppers Experience
  If you are running surveys for a shopping store or an e-commerce website and you want to measure experience on specific items like grocery, apparel, jewelry, electronic devices, you can have one screen that asks what category of goods did the customers purchase. And as the customers respond, you can display according to the response and hide the other screens.
• Guest Experience
  For instance, you are running surveys for hotels and you want to measure the experience of your guests as per the services they availed, like separate questions for those who just availed restaurant services and had a meal, those who had a stay in your hotel room, and those who availed the bar services. In such cases, you can create Logic Surveys with the Hide Logic to first display a common screen asking what services your guests took, and then only the relevant screen as per their responses.

3. Survey Redirection

Survey Redirection is a feature that allows you to take the respondents to another website or a web page. You can use this feature for various purposes.

• To get online reviews
  With Survey Redirection, you can request your happy customers or promoters to share online reviews on online review websites like G2, Yelp, Tripadvisor, etc. redirecting them directly to the rating and review webpages of those websites.
• For Customers to go to the help center/knowledge base 
  You can redirect the customers who are unsure about certain things or have doubts or have some queries regarding a particular aspect of your product and services to the help center or the knowledge base so that they get the information they need regarding their queries and concerns.
• To take customers to a ticketing platform
  You can redirect the unhappy customers or the customers facing some issues to the ticketing platform so that they can raise a ticket regarding their complaints and issues and get them resolved.
• For targeted marketing
  You can also use Survey Redirection for targeting your customers and upselling your products and services. For instance, you can redirect the target customers who seem interested or are happy with a particular product or service to the web pages advertising similar or related products and services.

Now, let’s understand why it is necessary to use Survey Logic and make the Surveys Logical.

Why is it Necessary to Create Logic Surveys?

Creating Logic Surveys makes your surveys more sensible and reasonable to respond to the customers. Let’s explore some benefits of Survey Logic to understand the importance of creating logical surveys.

1. It Makes the Surveys more Dynamic and Relevant

Using Survey Logic helps you create more powerful, relevant, and Dynamic Surveys. It makes your surveys sound logical, making them more conversational for the respondents. This provides a personalized experience to the respondents and develops their interest in taking and completing the surveys.

2. It Makes the Surveys Shorter and Less Time-consuming

Survey Logic eliminates unnecessary questions from your surveys and makes them ask only the questions relevant to them. Skip and hide logic skips all the irrelevant parts of your survey, thus making it shorter and less time-consuming for the respondents.

3. It Reduces Survey Dropouts

If your survey asks illogical questions, it irritates the customers. Moreover, this makes it time-consuming for the respondents. These are strong reasons for the customers to leave the survey in between. But when you apply logic, both these problems get fixed, reducing the dop out of the surveys.

4. It Yields a Better Response Rate

The success of any survey is majorly determined by its response rate. As Survey Logic makes the survey conversational, logical, and less time-consuming, more customers respond to it and complete it, increasing its response rate.

5. It Yields More Accurate Results

When customers are asked irrelevant questions, either they leave the survey or fill in any inaccurate answers for the sake of moving ahead in the survey to complete it. This leads to inaccurate results of the surveys. If your response data is incorrect, it defeats the entire purpose of conducting the survey.

But if you conduct a Logic Survey, it will not confuse the respondents, nor will it lead them to fill in wrong answers. Instead, they will give more accurate responses, thereby increasing the accuracy of your response data.

Now, let’s explore how you can create Logic Surveys with Zonka Feedback.

How to Create Logic Surveys with Zonka Feedback

For creating Logic Surveys with Zonka Feedback, get started with Zonka Feedback.

1. the first step is to sign up with Zonka Feedback. If you already have a Zonka Feedback account, log in to your account to get started.
2. Create a survey and add questions to it. You can select among 40+ questions types and various templates to create your survey. You can also add, remove, and modify the questions to customize the survey as per your requirements.
3. Add Survey Logic to your surveys through Zonka Feedback’s advanced Survey Builder that lets you create the survey the way you want. In the Survey Builder, you easily get the option to add Survey Logic and can set conditions to display the specific questions to your customers as per their responses.
4. When you have created your Logic Survey, you can share it with your customers via multiple channels like email, SMS, website,  Android tablets, and smartphones; and collect their responses.

Also Read: Best Practices for Survey Logic and Branching