How customers consume web-based information has dramatically changed in recent years. Pew Research reports that, as of 2014, nearly 60% of all Americans own a smartphone, with 35% using a mobile as their primary means of accessing the internet. And, already, mobile devices are the top choice among Millennials.
Jibe, a mobile recruiting SaaS developer, reports that 2 in 5 Hispanic Millennials, in particular, are mobile-only. For many, mobile is the internet.
Of course, mobile dependency presents new challenges for businesses that must stay in contact with customers. Therefore, to maintain relevancy, and develop a more significant omni channel approach to marketing, today’s businesses must adapt their surveys to meet the needs of mobile-centric customers.
Today’s surveys must be developed for multiple channels, with mobile capability a top priority.
What makes a mobile survey different?
Mobile surveys serve the same purpose as any other online survey, providing businesses with information about their services and products, but with a couple of distinct advantages.
Mobile surveys allow businesses to gather information in real time. With social networking sites like Twitter and Instagram experiencing all-time high levels of popularity, customers are no strangers to expressing themselves in the moment.
Such willingness to share information immediately provides companies with opportunities to collect data which could reflect the moment a transaction takes place, as opposed to information about previous or hypothetical interactions which may not provide the most accurate feedback.
In addition, mobile surveys are more convenient. They signal to the customer that a company understands their time is valuable, affording the customer greater flexibility with regards to when they chose to share information with a business.
For example, imagine the customer who has a few minutes to spare while standing in line at Starbucks. This person is probably more likely to complete a survey, as the time spent doing so will seem neither burdensome nor intrusive.
A company with a well-designed mobile survey conveys the message that it in no way wants to infringe upon a customer’s time or inconvenience them. The company has found a way to drive engagement and the customer can get on with his or her day.
How is mobile more customer centric?
Customer centric companies not only build stronger relationships with customers but also develop a competitive market edge. Omni channel initiatives, which include mobile surveying, take advantage of all communication channels and seamlessly create a deeper experience for the customer which serves both purposes.
Of course, mobile devices give companies many more capabilities beyond engineering surveys: push notifications, promotions, follow up text messages to thank customers for their business. In other words, they provide businesses with numerous ways to target, reach, and connect with customers who build brand value.
But mobile surveys are particularly customer centric because they place the customer at the forefront:
- They build loyalty as they allow customers to connect directly and instantly with a business.
- They are efficient for the customer, requiring neither a great amount of time nor energy.
- They allow for greater flexibility, allowing customers to interact when they want, providing businesses with real-time data which they can rapidly respond to.
- They differentiate, helping a business stand out in a crowded marketplace.
The Perfect Mobile Survey
To design the perfect mobile survey, consider the following five points:
- Develop short but engaging question: too many questions and/or lengthy questions will likely increase drop out rates.
- Stick to closed questions: mobile devices are more difficult to type with, so asking participants to respond at length to open-ended questions will also increase chances for respondent frustration and fatigue.
- Group questions: too many clicks will increase load time – and fatigue - for the user so, whenever possible, include as many subject-related questions as possible on the same screen.
- Keep it clean: with limited space to work with, don’t clutter the screen with unnecessary logos or images, which also take time to load.
- Mobile optimization is key: the survey software must automatically detect what kind of device is being used and adjust screen size and lay out accordingly for ease of use.
Following these guidelines helps guarantee survey readiness to be displayed across all devices, including mobile phones.