Forget what your mum said about no one else’s opinion mattering. Customer feedback is the most important piece of information you can access - telling you what you’re doing right, what you’re doing wrong, and what you could be doing better. And, with SMS surveys, it’s never been easier to get your hands on.

Why is customer feedback important?

Mums aside, your customer is the most important person in your life - paying your wages, marketing your business and fuelling your dreams. Accordingly, their opinion matters. Surveys gather this opinion in a way that provides:


Surveys give insights into what people want and how you can improve to gain more custom, stay on top of changing expectations and keep ahead of your competition. 


People like being asked their opinion because it makes them feel helpful, valued and involved. This level of engagement builds stronger customer relationships. 


Feedback scores and survey responses can be used to market your business and help you to identify customers who could be used in future case studies and referral programs. 


Finally, customer feedback gives you plenty of data to use in fancy graphs, back business decisions and direct strategy. 

Why use SMS surveys?

Is the humble SMS the right communication channel for such an important task? You bet. The simplicity of SMS makes it the best communication channel for customer feedback, bringing:

Response rates

Customer surveys aren’t winning the Highest Response Rate of the Year Award - in fact, response rates can be as low as 2% and rarely ever reach 20%. SMS turns this figure around, with an average 90% open rate in just three minutes


52% of people said they would spend no longer than three minutes filling out a customer survey. SMS surveys are super-quick for customers to respond to. Plus the ability to do so on the bus, walking to the shops or during the ad break makes it easy for people to respond quickly and for you to gather results. 


Bulk SMS surveys can also reach far more people (with little extra effort) than an in-person or telephone survey. Couple this with higher response rates and you’ve got a lot more data to work with. 


SMS marketing messages perform so well because they’re in that personal 1:1 space, away from the hustle and bustle of posts, photos and opinions. This private space makes customers more honest in their feedback and more useful to your goal. 


The speed, reach and response rate of SMS surveys makes them hugely cost-effective to both send and to gather feedback. 

What can SMS surveys be used for?

And if this all sounds good, wait until you hear what else SMS surveys can be used for. While the most common use of SMS customer surveys is gathering customer feedback on products, staff and events, you can also use surveys to:

- Conduct market research;

- Onboard new customers;

- Sign up event attendees; and

- Create some marketing hype. 

“The battle is on. Vote for your favourite Mr Chips ice cream: chocolate chaos, strawberry soiree or banana bash.”

Sending an SMS survey

Didn’t we mention that sending an SMS survey was easy too? We did, and with these top tips, you can get going in no time. 

1. Audience

First, select the audience you want to send your survey to. This might be potential customers, current customers, or those who have bought a particular product or service. 

Further reading: The ultimate guide to SMS shortcodes

2. Opening

SMS messages are already attention-grabbing, but you can supercharge this by opening your survey with the customer’s first name and getting off on the right foot. 

Further reading: Personalised SMS

3. Questions

The hard part - deciding what you’re going to ask. There are four main types of questions you can ask:

1. Yes or no

With only two options to choose from, yes or no questions are the quickest to answer and analyse. 

“Would you walk 500 miles to see us 🚶‍♂️?”

2. Multiple choice

With more options available, multiple-choice questions give your audience a little more freedom in their response and you a little more data to work with. 

“How many miles would you walk to see us 🚶‍♂️? 0, 500 or 1,000?”

3. Rating scale

With even more choices, rating scales give you lots of quantitive data to analyse - just make sure that you explain the rating scale being used.

“On a scale of 1 to 10, would you walk 1,000 miles to fall down at our door 🚶‍♂️? 1= No, 10=I’m on my way.”

4. Open-ended

Giving you the most data of all, open-ended questions give customers complete creative freedom to answer. 

“How was that walk for you 🚶‍♂️?”

4. Shortlink survey

It’s common to follow an SMS survey up with a short link URL to a more detailed survey online. This allows you to ask more in-depth questions, provide more choices and to brand your survey with logos and colours. 

5. Sending

If you’re sending out bulk surveys or using shortcodes to analyse the results, an SMS communication platform can save you significant time and expense. 

6. Thank you

Once you’ve completed your survey, don’t forget to thank the customer for their help, support and input. 

And the results are in…

That’s SMS surveys in a nutshell - hugely helpful and enormously easy. It doesn’t get much better than that.