If you’re not sending out a post event survey, you’re missing out on valuable feedback that could shape the way you plan your next event. If you’re already sending out surveys, you may not be getting the most useful feedback due to the questions you’re asking.
Asking the right questions can help you make the right type of changes so you can better fulfill your guests’ needs. Asking the wrong type of questions or, asking the right questions in a poor way, can lead to a low response rate and unusable feedback.
If you want to gather great feedback about your event and turn it into actionable items, you should be asking these five questions.
- Overall, how would you rate the event?
It’s blunt, its direct, and most importantly, it starts the survey out with an extremely easy question to answer. Your attendees should be able to answer this question based on their explicit memories or even just their gut reaction, so it provides a vehicle for some serious honesty. It also sets the tone for the rest of the survey, allowing you to dig deeper into the specifics of their experience in later questions.
Typically, you should provide a set of 5 responses on a scale from 1-5 (1 being “poor” and 5 “excellent”). You’re welcome to play with the verbiage as much as you want and customize the answers, but don’t make the responses so “out there” that your attendees won’t know which option to choose.
- How likely are you to recommend the event to a friend?
This question is extremely important because it can provide you with the Net Promoter Score (NPS) for your event. NPS isn’t a concept to be taken lightly- it’s a standard way to measure customer satisfaction across the entertainment, service, and hospitality industries. You can read up on the importance of NPS and how a low NPS can affect your success here.
Provide a scale from 0-10 for this question, 0 being not likely at all and 10 being extremely likely. You obviously want the highest scores possible, but knowing the ratio of customers that fall within the detractor (0-6), passive (7-8), and promoter (9-10) ranges can help you make the adjustments needed to ensure you’re providing the best customer experience possible.
- How organized was the event?
This is a crucial question to ask because poor organization can ruin your customers’ event experience, even if everything else is on point. Just like question #1, give them a scale of 1-5, 1 being not organized at all (we’re talking Fyre festival level disorganization) and 5 being extremely organized.
If your attendees answer below a 3, provide a follow up question asking why they felt your event was disorganized. There are countless reasons they can give, from confusing signage to poor customer service experiences, so the feedback you receive from this one question can help you make some seriously impactful changes.
These three questions alone can get you some great event feedback with some seriously actionable items. If you want to add additional questions about the helpfulness of the staff, the length of the event, the quality of the entertainment, etc. feel free to do so, but make sure that you don’t make your survey too long. Any survey with more than 6 questions can increase the chances of your attendees not filling out your survey at all.