“Get to the point. Would you recommend us? Why? That’s all you need.”
Surveys are everywhere these days. Businesses, universities, and organizations flood us with lengthy forms and endless questions. Yet, I’ve discovered simplicity is the key to getting meaningful feedback. People want to be heard, but they also value their time. When designing surveys, ask yourself: what do we really need to know?
At Disney, we narrowed it down to two fundamental questions: “Would you recommend us? Why or why not?” and “Will you return? Why or why not?” These simple queries cut straight to the heart of customer satisfaction, revealing far more than a dozen redundant questions ever could.
If you’re struggling with surveys, particularly at a university or any large institution, keep it short, sweet, and direct. The truth lies in simplicity. You’ll quickly identify trends, uncover genuine issues, and, most importantly, respect your customers’ valuable time.
Moreover, don’t hesitate to engage personally with a subset of respondents. A brief, genuine follow-up conversation can provide profound insights that surveys alone might miss.
Great customer service begins with understanding. To truly understand your audience, just ask clearly and succinctly, then listen carefully to their reasons. Keep it simple, keep it meaningful.
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Notable Moments
[02:20] The listener’s question about improving customer surveys.
[03:56] The two key survey questions Disney uses.
[05:37] Challenges with long, complicated surveys.
[06:51] Real-time survey suggestion for immediate feedback.
[09:36] Simplifying surveys to essential points.