We’ll come right out with it – Digital surveys beat paper surveys. The '90s have made a comeback, but that doesn’t extend to old-school survey techniques. The only time it’s better to use a paper survey is when the majority of your survey pool can’t be reached online. The fact is; paper surveys are time consuming and more expensive. Plus, they risk data loss. Digital surveys, on the other hand, save money and require less labor. Online surveys don’t require two-way postage, multiple mailings, or costly replacement questionnaires. You also don’t need to spend time manually entering responses into a database. Instead, your response data gets captured and cataloged automatically for near real-time analysis. This enables you to use the extra time that would have been spent inputting the data to review the responses and develop your CX strategy. So you may think this debate is an obvious one (favoring digital surveys) but believe it or not, from our experience traditional leaders are typically more comfortable with paper surveys. You might also hear them say the common (and often dreaded) phrase "We've always done it this way", but you're in luck to help fuel your case for modernization, we've compiled 6 advantages of digital surveys that show why they win this debate.
6 Advantages of Digital Surveys Over Paper Surveys
Digital surveys do more than save time and money. They also create a more efficient process, more accurate databases, and a more convenient experience. Here are six ways online surveys do it better than paper surveys.
1. They generate more data.
Response rates for mailed surveys have been declining for years. These days, online surveys get higher response rates than paper surveys. Higher response rates translate to more data and more accurate insights. Why do online surveys yield better response rates? It may be due in part to convenience (we’ll get to that), but it’s also the fact that your team has more control from start to finish. For instance, you can track responses and easily retarget anyone who hasn’t yet responded. Plus, your surveys and the responses can’t get lost in transit. Digital responses get captured immediately and safely stored in databases. Depending on the software you use, you may even get instant data analysis.
2. They enable a more efficient process.
Online surveys can be set up and launched more easily than paper surveys—and your responses roll in almost instantly. This means your team spends less time creating the survey and entering data, and more time analyzing feedback to make timely improvements. Following the 80/20 rule is key to survey success. 80% of your time should be spent responding to feedback and only 20% should be focused on the survey design. When you get immediate access to survey feedback, you can take action sooner and improve your service recovery
3. They create less room for error.
When you mail paper surveys, your staff must read individual responses then manually enter each survey’s data—hopefully correctly. Unfortunately, human error tends to creep in, especially when a task gets tedious, and muddy data will lead to incorrect insights. But when you launch an online survey, no one gets tasked with logging the response data. Instead your respondents enter their answers directly into your system, leaving less room for error and yielding more accurate results. Plus, if you make an error when creating your digital survey, you can make live updates. Incorrect email addresses are more easily rectified than physical addresses, and typos in your answer options can be immediately corrected when your survey is hosted online.
4. They’re more convenient.
You should always look for ways to improve your customer experience, and streamlining their survey experience by offering it online does just that. People are simply used to doing things digitally now. Plus, digital surveys can be done more quickly than paper ones, so people are more likely to respond. Also, online surveys make it easier for your clients to take the survey in their own time, especially when your online survey is mobile responsive. This means they can respond on their phones while riding the train into work or waiting in the school car line to pick up their child. They also won’t have to keep track of a physical envelope and make sure to place it in a mailbox. Instead, they simply tap a link, answer the survey on their chosen device, and get immediate confirmation that their feedback has been captured.
5. They improve flexibility.
Digital surveys unlock the ability to employ survey logic that just wouldn’t work with a printed survey. This means you can tailor question paths based on respondents’ answers. Let’s say someone indicates that they only use one of your two solutions. You can program your survey to automatically skip any following questions that relate to the unused solution—and add one to assess their interest in and need for the additional solution. This customization, only possible with online surveys, is yet another way digital surveys improve the experience for survey takers.
6. They offer more ways to collect and use positive feedback.
Some online survey partners go a step beyond surveying. They also:
- Make it easier to gather a library of client testimonials
- Generate client satisfaction scores that you can use to track your progress and illustrate your reputation for great service
- Offer ways to qualify for and earn third-party awards which you can use in your marketing efforts to prove credibility and a positive track record
Our research shows that every generation, from Gen Z to Baby Boomers, takes validated ratings, client satisfaction scores, and third-party awards into account when selecting B2B service providers. So, yes, we may be biased. But, as our customer success gurus Ryen and Bridget say in their recent podcast episode, “Digital surveys are the way of the future.” If you want to hear their thoughts about paper versus online surveys (and whether to put marshmallows in your hot chocolate), listen to this Survey Says podcast episode: The Debate: Paper vs. Digital Surveys.
