How to Increase Survey Response Rates (Part 1)
By Griffin Granberg on October 1, 2013
Improve Response Rates with TidySurveys
One topic that comes up often is how to increase survey response rates. Each additional survey response is an opportunity not only to forge a relationship with a customer, but also to uncover important insights, drive real improvements in the organization, and increase sales.
We’ve got tons of great tactics to share, but first, in “Part 1,” we lay the right groundwork so that your customers don’t immediately delete your survey invitations from their inboxes.
- Survey Quickly: Survey your customers as soon as possible after their transaction or their visit: within minutes of a small, simple purchase or within about 24-hours for a large, more complex one. Surveying quickly not only increases response rates but also is more accurate (since the interaction is fresh in customer’s mind), and can give your front-line employees an opportunity for impressively rapid customer recovery.
- Be Precise & Concise: The survey experience (yes, the survey is still part of your customer’s experience!) should be targeted, relevant, precise and concise. Make sure the questions are relevant to a customer’s recent experience.
- Make it easy to opt-out: Make it simple and easy for customers who don’t want to be surveyed to unsubscribe — trust us, they weren’t going to fill out your survey anyway. One click should be all it takes. And never, ever (ever!) re-subscribe a customer if they don’t specifically request it.
- And for the big one — Offer the survey on your customer’s terms: Make sure your survey is available and seamless on all platforms — from desktop to mobile device. Your customer’s attention transfers with their mobility so don’t lose them before you get what you need. Your customer needs to be able to open your survey on their phone, answer a couple questions, take a call, send a text, go to the store, walk the dog, then go back and answer a couple more questions later that night. Make the mobile experience convenient and on-demand.
Accessibility and usability are tremendously important things to focus on when soliciting feedback from your customers. There are too many survey companies and survey software tools out there promoting that they have the next great survey platform, and then they drop the ball when it comes to mobile. After all, once you require your respondents to select microscopic checkboxes on their iPhone — you’re toast.
In closing, in the business of customer experience management, small things make big things happen. Get these basic principles right, and you’ll be well on your way to a customer feedback program that brings in more high-quality insights from your customers.
Get started with TidySurveys today and see the difference for yourself.