MANAGEMENT
TOP FIVE MISTAKES MADE IN DESIGNING SURVEYS By Laura Olvera, owner, eAutoFeedback
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ustomer service is one of the biggest contributors to business, organizations and event success. In fact, 96% of customers1 will base their brand loyalty off the level of customer service provided to them. Surveys are a useful tool to help ensure companies are providing a helpful or necessary service and experience. As an association, you might think you have a handle on how your members feel about the services provided to them as a part of their overall “membership benefits.” However, when one actually asks them directly – it will uncover their true thoughts, opinions and recommendations. There are a variety of areas when surveying its membership can be valuable: •
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Annual Membership Survey – determine why members are a part of the particular association; have the ability to evaluate the board of directors or executive director; ask what events they would like to see occur; obtain feedback on events that have occurred; and obtain testimonials for marketing purposes. Voting or Legislative Session Questions – to obtain an
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anonymous consensus vote on an issue for delegates to present as a chapter up to an international association meeting or to recommend an individual member for a Recognition program. Expo/Conference – this can be done during the event or as a post-event review to include evaluations on sales/event manager services, speakers, food and beverage, audio visual, internet service, security, parking, location, etc. Continuing Education (CE) Training – survey for attendees to give feedback on overall training provided and serve as a document for completed CE training to obtain CE credits.
Once the area to survey has been determined, and before jumping into determining the questions to use, take into consideration these top five survey design mistakes.
1. Neglecting to define a clear goal
Defining a clear goal is one of the most essential steps in creating an effective survey. Survey goals should be determined by what exactly is going to be most important continued on page 32
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