Airbnb is one of the most iconic names for startup success in our generation, quickly becoming one of the world's fastest-growing companies with over 80 million reservations booked per year through their service.
A considerable part of Airbnb's marketing strategy includes its responsiveness to both customers and hosts. The company regularly surveys hosts and guests and makes this a priority in their business.
Why? Here's what Airbnb says:
"At the center of everything we do is community. Our community of hosts is what delivers magical travel to our community of guests. For more than ten years, we have worked to build this community, which now includes hosts in nearly 100,000 cities."
A typical Airbnb survey invite looks something like this:
Thanks for using Airbnb. We really appreciate you choosing Airbnb for your travel plans.
To help us improve, we'd like to ask you a few questions about your experience so far. It only takes 3 minutes, and your answers will help us make Airbnb even better for you and other guests.
The Airbnb Team
Airbnb politely asks for customers' opinions after their stay, giving them the space to decide whether they want to share their feedback or not. In fact, Airbnb has increased the number of bookings by 25% with their referral program alone.
Companies like Airbnb recognize that surveys are a powerful way to:
- Grow new sales opportunities
- Recognize and help dissatisfied clients before they leave
- Create deeper relationships with VIP customers
- Build competitive advantages for a business
Six Tips for Building a Successful Survey
When it comes to customer success and satisfaction, your team must collect feedback about your product or service.
As you assess customer needs, you increase value for your company and validate strategic decisions that your leaders make.
Want to build more sustainability and growth into your business? Here are six tips for building a successful survey.
1. Keep it short and simple.
Concentrate on the 5-10 most important questions.
2. Avoid loaded questions.
Leading questions taint your survey because you tempt people to give answers they THINK you want to hear.
3. Start with basic questions that have straightforward answers.
This increases the confidence of the customer and encourages them to continue the survey (rather than abandoning the process). If open-ended questions are important to you, use them at the end of the questionnaire.
4. Avoid compounded questions.
Avoid grouping multiple questions together in one line, like: "Did you understand what the product did? Why or why not?" This increases your likelihood of gathering unclear data.
5. Target the right people.
Don't waste your time on people who are not prospects or target customers. The RIGHT data is much more important than a plethora of unhelpful feedback!
6. Include enough people.
To know how many people to send surveys to, take your sample size (how many responses you'd like to receive) and divide it by your estimated response rate.
For example, if you want a sample of 100 customers at an estimated response rate of 10%, you would divide 100 by .10 to find that your survey should be sent to 1000 customers.
A Customer-Centric Experience
Every product or service revolves around customers and their experiences.
Well-structured survey campaigns are well worth the time and expense they involve because they allow you to assess customer needs, provide effective solutions, and increase client retention. Start with the basics and build from there. Your business will thank you later!