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.