The most successful service brands are fuelled with real-time customer insights that are used to create experiences that hit the mark, every time. However, these brands don’t just have customer insights knocking at their doors by coincidence. They have a customer feedback system in place that is designed to optimize survey response rates and collect quality, real-time, actionable data. Today we’re taking a deep dive into survey response rates, revealing eight strategies to help you get the most out of your surveys. When implemented, you’ll see the amount of quality customer data skyrocket, which can be used to create experiences that keep customers coming back for more.
In a world where attention spans are shorter than a sitcom episode, you need to keep your surveys short and snappy. Cut out the fluff and focus on the essential questions that matter most. We recommend 1-3 questions per survey, based on the Net Promoter Score Framework.
For example:
Question 1: On a scale of 1-10, how likely is it that you would recommend this company to a friend or colleague?
Question 2: What’s the main reason for your answer to question one?
Question 3: What’s one thing you liked about your experience, and one thing that could be improved?
The general rule of thumb stands that the longer your surveys are, the worse your survey response rates will be.
Want to catch your audience's attention? Personalization packs a punch. In your surveys, address your respondents by name and let them know that you value their unique opinions. Folks are more likely to respond to a survey when they feel a personal connection, so avoid generic, bot-sounding feedback forms and use personalization wherever possible. You can do this by segmenting your audience, referencing previous interactions, customizing survey questions and using an emotive, personal language and tone.
In our fast-paced world, accessibility is king, so ensure your surveys are mobile-friendly. Mobile devices allow customers to provide feedback at their convenience, regardless of their location. Whether they are at home, in transit, or at a coffee shop, customers can easily access and complete the survey on their mobile devices without any restrictions. If customers encounter any difficulty when opening your survey on their mobile device, you instantly lose them. So make sure the design and usability is 100% perfect. While mobile is a must, ensure your surveys can be easily accessed and completed on any device, (e.g iPads and desktops) to cater for all of your customer segments.
Sweeten the deal with a cheeky incentive. Incentives create a sense of value and appreciation for your customer’s time and feedback. You can offer discounts or coupons for future purchases, exclusive access to promotions or events, entries into a prize draw, gift cards, or even charitable donations on behalf of respondents. These rewards make the survey completion more enticing, increasing the likelihood of customer participation. However, it's essential to strike a balance with the type of incentive offered, ensuring that it aligns with the target audience's preferences and provides a meaningful value proposition without overshadowing the primary purpose of gathering honest feedback.
When you send out the survey is just as important as what is in the survey. Like hot cookies out of the oven, surveys hit best when served up immediately (or as soon as they’re cool enough to touch). For most industries, this ‘fresh point’ is anywhere between 1 and 7 days after the service. In that period, customers are still riding the highs (or lows) from their recent experiences, and you’ll be able to extract feedback that’s authentic, meaningful and relevant. Think about your customer’s lifestyles, and deliver your surveys in times of relaxation and receptiveness. Avoid bombarding them during peak hours or chaotic moments. For example, if many of your customers are young parents, sending them a survey during school pick up times is almost guaranteed to flop.
Small acts of gratitude make a big difference. Show your appreciation to respondents with a heartfelt thank-you message as a follow up for filling out the survey. Better yet, thank them and show them how their feedback has been considered. When people feel that their opinions matter (so much so that the brand has implemented changes based on their feedback), they're much more likely to share their thoughts again in the future.
Yes, surveys and fun are two words that can fit together. Who said surveys have to be dull? Spice things up with engaging additions to your surveys like visuals, GIFs and clever language to keep respondents engaged and entertained. Surveys are just another way to connect with your customers and leave a lasting impression. Remember, a little creativity goes a long way in turning drab surveys into delightful interactions.
Finally, use A/B testing to help you understand what’s working and what’s not when it comes to survey response rates. A/B testing is a method of experimentation in which two or more variants of a survey are compared to determine which one performs better based on predefined metrics. Do your customers respond well to a certain time over another? What do your survey responders have in common? And what do your customers who don’t fill out your surveys have in common? Is there a layout that performs better over another? Answering these questions will help you optimize your surveys based on actual customer data.
There you have it—eight savvy strategies to boost your survey response rates. Remember, surveys are a powerful tool, but they require finesse and a sprinkle of creativity to hit the mark. By implementing these tips, you'll unleash the true potential of your surveys and unlock a treasure trove of valuable insights that can be used to make every customer experience awesome.
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