Ways to Combat Survey Fatigue

Ways to Combat Survey Fatigue

Who among us has not suffered the endless assault of satisfaction surveys?  You can’t visit a website without being asked to provide feedback. Society is surveyed out, but that doesn’t mean the pursuit of meaningful customer feedback is a waste of time. It’s just that the challenge is getting more difficult.  Some ideas to improve response rates:

  1. Think: What in it for them.  Aren’t you tired of completing the same survey that asks, “How are we doing on quality, service and delivery? ” Shouldn’t the organization already know the answer to those questions?  Make sure customer’s future expectations and needs are more fully explored rather than past performance. Participants will be more likely to participate in the survey if they feel they have some impact on the direction of your product and services.
  2. Keep it short and simple.  Don’t use long winded descriptions and complicated grids of scale questions.  Customers want to quickly let you know what’s on their minds – not trudge through a lengthy question-and-answer session.
  3. Measure what matters most.  A lot of customer-centricity efforts get hijacked by irrelevant metrics. Marketers always want data to fit with their assumptions. But in an open-ended feedback program, you have to sit back and listen to what your customers are saying, and then find ways to measure what’s important to them.
  4. Close the loop:  acknowledge customers’ contributions. Always make sure to let customers know their voices have been heard. Thank them for their feedback right away. If a customer has a gripe, thank them for their honest feedback and offer to fix the problem right away.

New museum survey finds more volunteers, less staff


1 October 2013

A survey by the Museum’s Association reports that more than a third of museums and galleries cut staff last year, while nearly half increased the number of interns and volunteers.   More than a fifth (21%) of museums reported staff cuts of more than more than 10% during the period July 2102- July 2013. The annual review also found that school visits were down by 31%.  Only 28% of the museums participating in the survey saw a rise in individual giving, with 17@ experiencing a fall.

UK Research Market larger than previously estimated

A comprehensive sector review of the UK research market by PwC concludes that the market is 50% larger than previously estimated, generating up to £3bn a year of gross value added, employs close to 60,000 people, and is now bigger than both the UK’s music and newspaper industries.  For the full report, visit the Market Research Society website: https://www.mrs.org.uk/article/item/556

Macmillan Cancer Support named charity with best brand


Macmillan Cancer Support has been named the charity with the best brand in 2013 in the annual Third Sector Charity Brand Index, which is compiled in partnership with Harris Interactive.   Based on a survey of more than 3000 UK adults,  the index gauges public awareness of charity brands by asking respondents to give their impressions of charities they were aware of , their relevance, whether they trusted them and how likely they were to donate to them.  They were asked to fill out an online questionnaire over a three-week period in June-July.  The top 10:

  1. MacMillan Cancer Support
  2. Great Ormond Street Hospital Children’s Charity
  3. Cancer Research UK
  4. Help for Heroes
  5. Royal British Legion
  6. RNLI
  7. British Heart Foundation
  8. NSPCC
  9. Comic Relief
  10. Guide Dogs

New Research: It’s Not About Satisfaction It’s About Engagement

Businesses that rely heavily on customer satisfaction surveys as a gauge of overall customer happiness, without an evaluation of total customer engagement, run the risk of losing valuable sales opportunities.

The banking industry has a lot to teach us about how not to get stuck in a rut of perceived customer satisfaction.

According to a recent poll, research shows that banks that only consider customer satisfaction — even extreme “top box” satisfaction — are leaving significant cross-selling and up-selling opportunities on the table.”

  • Less than half (45 percent) of customers who are satisfied say they would consider their bank the next time they needed a product or service, however, that consideration skyrockets to 83 percent among customers who are both satisfied — and fully engaged.
  • Customers who are fully engaged and satisfied are also more likely to say they will open new accounts, switch from another bank, increase balances, and add ancillary products than are those customers who are just satisfied.