Ask only what you need to learn. A shorter survey is easier to understand, and each answer should help you make a decision or start a useful conversation.
Start with a small set of questions
Three to five questions can be a useful starting point, but the right number depends on what you need to learn. For a shop visit, you might ask:
- "How satisfied were you with your visit today?" (1–5 rating)
- "How was the speed of service?" (1–5 rating)
- "What is one thing we could do better?" (open text)
Use a rating scale when you want to compare answers over time. Use multiple choice when the options are clear. Add an open-ended question when customers may have feedback that does not fit predefined choices.
Choose a useful time and channel
Ask after the customer has experienced the product or service. A delivery survey should wait until the order has arrived; a service survey should come after the appointment. Test timing with your own audience rather than assuming a universal best day or hour.
Make the survey easy to complete on a phone. Choose a channel your customers can access, such as SMS, email, or a web link, and tell them how long the survey is expected to take. If you offer an incentive, explain its terms clearly and compare its cost with the results.
Turn answers into next steps
Review rating trends alongside written comments. Look for repeated themes, then decide what to investigate. A small number of similar comments can suggest a useful question to explore, but check the details before treating it as a wider pattern.
Share relevant feedback with your team and decide what to try. If you make a change based on customer input, let customers know. Avoid collecting personal details you do not need, and explain how responses will be used.
Review survey results in SokoWise
SokoWise survey tools can summarize response activity and help you review feedback over time. The available reports and features depend on your account. Use them to spot questions to investigate, not as a substitute for understanding each response.
Keep the process simple: ask a focused question, review the answers, and take a practical next step. Explore SokoWise survey features to see the options available to your business.