People are on their phone devices today. Phones have become very indispensable for modern day communication. It becomes useful for CX professionals who need to collect in-moment customer data with layers of friction. As per this research article, 81% of Americans text on a daily basis . This sums up to 6 billion text messages per day. Mobile surveys are the powerhouse of customer data. In this blog, we will discuss the benefits of using mobile surveys and tips to design a responsive customer feedback survey. 

What is a Mobile Survey?

A mobile survey is where respondents share their experiences and feedback using a mobile device. The survey can be sent via applications of WhatsApp, Facebook messenger, SMS/RCS. The surveys are optimized for a tablet or a smartphone. This process makes it easier for businesses to connect with customers faster and instantly.

5 Benefits Of Using Mobile Surveys 

Customers can opt to respond to a pocket friendly survey. Here are the 5 benefits of a mobile survey routed via smartphones and tablets.  

1. Wider reach of respondents

Daily smartphone usage is statistically higher for urban individuals in 14 countries. That difference is not too significant for rural regions from 4 countries. However, the use of mobile devices cannot be ignored. This is an advantage for CX professionals. This enables marketers to reach out to customers over a larger geographical area. Marketers can curate language specific mobile surveys and share it with target respondents. Due to this wide reach, there are no barriers to collecting customer experiences data. This improves completion time especially if the Gen Z population is involved. However, marketers can also reach out to senior citizens. Here is a case study on how this brand collected information from senior citizens during the 202 pandemic. 

2. In-moment survey response

Texting is in-moment in feature. With mobile surveys, you can collect fresh data from people at touchpoints. People are more willing to share responses via in-app surveys and messenger surveys. Capture in-moment responses at touchpoints such as post-interaction with a customer support agent or post-purchase. This feature is useful when the customer journey is especially long (banking or automobile industry).

3. Integration with popular apps

You can integrate mobile surveys and share it via WhatsApp forms, Facebook messenger forms, in-app surveys, or SMS. People can answer short forms in a few clicks. Even for a CX professional, they can deploy CX platforms to curate custom made surveys. With Merren, you can create a code-free mobile survey in a few clicks. Launch WhatsApp surveys and Facebook messenger surveys without any hassle. 

4. Higher customer engagement

One way to collect high customer data is to engage your respondents. Since smartphone applications are designed to hook the audience, mobile surveys serve a similar purpose. Customer feedback shared via smartphones will bring in more response rate than a traditional method. The reason being, mobile-friendly surveys are not a cognitive burden. CX professionals get the data they need. This is a win win. 

5. Cost-effective at scale

Businesses need to find better ways of scaling. Most traditional feedback methodologies come with a high price point, for example CATI surveys. CATI utilizes manual data collection methods. Mobile-friendly surveys do not have that obstacle. It is cost effective, stores data for later assessment and can be shared across departments without loss of information. Smartphone surveys are cost effective and come with multiple integrations and features that allows marketers to build a survey sans the effort. 

Tips to Design Responsive Mobile Surveys

1. Clear and concise questions

Clear and concise questions make it easier for respondents to understand and answer accurately. Avoid using complex jargon or technical terms that might confuse participants. Instead, use short sentences and bullet points to break up long blocks of text. Focus on each question such that participants can provide relevant feedback. 

2. Attractive and intuitive design

A visually appealing survey can encourage more participants to complete the questionnaires. The layout should be optimized for mobile devices of varying screen sizes for a seamless user experience. Include visual elements such as images, icons, and colors to enhance the engagement factor and make the survey more user-friendly. It is essential that the design is consistent with your brand’s style and tone to reinforce brand uniformity.

3. Relevant and meaningful content

Mobile surveys that focus on relevant and meaningful content can make a significant impact on customer engagement. Questions that are well-crafted and pertinent to the customer’s experience can help them feel valued and heard. Offering incentives or rewards is another effective way to encourage participation and feedback.

4. Offer survey personalization

Personalization of surveys can provide an even greater level of engagement. Address respondents by their name and seek responses based on their specific interaction.  Give people the opportunity to raise concern or share their opinion. There will be greater chances of closing any pending feedback loop. The customer service executives can pinpoint problems and attend to them successfully. 

5. Test across devices and browsers

Before launching your mobile survey, test it across various devices and browsers. Ensuring cross-device compatibility guarantees that all respondents have a consistent and smooth survey-taking experience.

6. Use popular survey mediums

Popular survey mediums are WhatsApp surveys, chatbots, dynamic emails and Facebook messenger surveys. The USA alone has 100 million WhatsApp users as of 2024. Other countries such as India and Brazil are on top of the list. These popular mediums give access to millions of users who can offer an open rate of 98%! On the other hand, chatbots are widely used across websites and mobile applications. Chatbots can collect complex customer data for detailed analysis. 

Conclusion

Only an engaged customer can give you the most authentic feedback. When we replicate this for multiple engaged respondents, we get more feedback to build better marketing strategies. “Mobile surveys” is not a buzzword. It is a game changer that can uplift the way you collect feedback across touchpoints. Mobile-friendly surveys are not confined to certain segments. This medium for feedback collection can be applied across industries, businesses and domains including social media channels.

To witness this every advantage of mobile surveys, sign up for our 14 day free trial here.