Conducting effective customer
surveys is imperative for any tech startup in Nigeria. These surveys help startups gain insights into their customers’ preferences, behaviours, and pain points, enabling them to improve their products and services and ultimately drive more business. In this article, we will discuss some effective strategies for conducting customer surveys for your tech startup in Nigeria, using examples and case studies for illustration.
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Define Your Survey Objectives
Defining survey objectives is crucial in designing an effective customer survey. Survey objectives help startups to identify what they want to achieve and which questions to ask to meet their goals. For instance, if a startup wants to understand customers’ satisfaction levels, it may ask questions such as, “How satisfied are you with our product or service?” However, if a startup is looking to identify areas for improvement in their products or services, they might ask questions such as, “What changes would you like us to make to our product or service to better meet your needs?”
Kudi, a Nigerian fintech
startup, wanted to identify the factors that drive customer satisfaction with its services. The startup designed a survey that focused on assessing customers’ perceptions of its services, including its mobile app, customer service, and transaction processing. The survey’s objectives were to identify areas where Kudi could improve its service delivery and increase customer satisfaction levels.
Choose the Right Survey Tool
Selecting the right survey tool is essential for startups in Nigeria. Startups must choose a tool that is easy to use, customizable, and allows for the collection and analysis of data effectively. Popular survey tools include Google Forms, SurveyMonkey, and Typeform.
LifeBank, a Nigerian healthtech startup, used Google Forms to collect feedback from its customers on its product offerings. The startup chose Google Forms because it was easy to use and customizable to meet its survey objectives.
Keep Your Survey Short and Focused
To get a higher response rate, startups should keep their surveys short and focused. A shorter survey with a clear focus is less likely to overwhelm customers and is more likely to be completed. Startups should keep their surveys to 10-15 questions and ensure that each question is relevant to their objectives.
Cowrywise, a Nigerian fintech startup, created a short survey to assess customers’ perceptions of its service offerings. The startup kept the survey to less than ten questions, focusing on the factors that drive customer satisfaction and areas where the startup could improve its services.
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Use a Mix of Question Types
Using a mix of question types helps startups to gather comprehensive insights from their customers. By using a combination of multiple-choice, rating scales, and open-ended questions, startups can get a better understanding of their customers’ preferences, behaviours, and pain points.
Paga, a Nigerian fintech startup, created a survey that used a mix of question types to assess customers’ perceptions of its services. The startup used multiple-choice questions to assess customers’ satisfaction levels, rating scales to assess the quality of its customer service, and open-ended questions to get feedback on areas where the startup could improve its services.
Test Your Survey Before Sending It Out
Before sending out a survey to customers, startups should test it with a small group of customers or colleagues to identify any issues with the survey, such as confusing questions or technical difficulties. Startups should also ensure that their surveys are mobile-friendly and work on different devices.
Flutterwave, a Nigerian fintech startup, tested its survey with a small group of customers before sending it out to its broader customer base. The startup identified and resolved technical issues and ensured that its survey was mobile-friendly, increasing the response rate.
Offer an Incentive
Offering an incentive such as a discount or a chance to win a prize, can increase the response rate of customer surveys. Customers are more likely to complete a survey if they feel that their time and effort will be rewarded.
Jumia, a Nigerian e-commerce startup, offered customers a chance to win a prize by completing a survey on their shopping experience on the platform. The incentive increased the response rate and provided Jumia with valuable insights into its customers’ preferences and behaviours.
Analyze and Act on the Data
Once startups have collected survey data, they must analyze and act on the insights gained from the survey. Startups should look for patterns and trends in the data, identify areas for improvement, and develop action plans to address the identified issues.
Paystack, a Nigerian fintech startup, analyzed survey data to identify areas where it could improve its customer service. The startup identified a need to improve response times to customer inquiries and developed an action plan to address the issue, resulting in increased customer satisfaction levels.
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Conducting effective customer surveys is essential for startups in Nigeria to gain insights into their customers’ preferences, behaviours, and pain points. Startups should define their survey objectives, choose the right survey tool, keep their survey short and focused, use a mix of question types, test their survey before sending it out, offer an incentive, and analyze and act on the data. By following these strategies and using case studies for guidance, startups can design and implement effective customer surveys that drive business growth and improve customer satisfaction levels.
Featured Image Source: Smart Survey
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This article was first published on 23rd March 2023
Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.
Any tech startup in Nigeria has to conduct efficient consumer surveys. We’ll go through some efficient tactics for IT startups in Nigeria utilizing instances and case studies as examples.
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