Summary / TL;DR: Survey design is an art – not too long, but not too brief. Meaningful questions that will elicit valuable responses and – in the case of a Win / Loss program – provide the backdrop for the Win / Loss interview itself.
When designing a win-loss survey, it’s really tempting to make that survey long. You have the interviewees’ attention, right? So let’s load in the questions. You canvass different people in the organization and you ask them what questions they want to ask. And then you add them into the survey.
Research shows that in today’s Too Long Didn’t Read World (that TL;DR in case that was too long). You need to keep your survey under 15 minutes. If you don’t, the survey respondents will do one or more of the following
In the case of a win-loss survey, where there is no mandate or reward for completing the survey on behalf of the interviewee, we need to be even more sensitive to these behaviors. When we design surveys, aside from keeping it under 15 minutes, we look to hold the following guiding principles true.
What we’re looking to do is capture the sentiment and perception of the line item for scoring and use that as a backdrop for the win-loss interview. And finally, we look to speak the language of the survey respondent. The more we use their terminology, the better we will resonate, and more likely, we’ll be able to get that survey completed.