6 Customer Feedback Statistics To Consider - Feedback Ferret

6 facts that will make you re-think your feedback strategy

Survey fatigue, plummeting response rates, shrinking attention spans are all phrases that are sending alarm bells ringing in the ears of customer insight teams. They are tasked with finding out what customers like and dislike yet they are battling to get their customers to engage with their feedback surveys.

In light of these trends, how can organisations adapt to the changing world and still extract useful, actionable insight from their customers’ feedback surveys?

Here are some fascinating (and a tad sobering) statistics that need to be considered when devising your customer feedback programme:


  1. As few as 2% of consumers will bother to complete a questionnaire

But how can 2% of customers be representative of your customer base? Achieving high response rates is key so consider these things:

  • Keep your survey short – two or three questions are enough.
  • Tell customers it will be a short survey – they are more likely to complete it.
  • Don’t ask the customer what you should already know: ie who, where, what.


  1. 30-40% of all online surveys are completed on a mobile device, and that’s growing

Have you ever tried to complete your online survey on a mobile device? If not, do it now. If it’s difficult to read and fiddly to complete, customers simply won’t fill it in.

  • Make it convenient and easy for customers to complete – any time, any channel.


  1. The average person gets distracted in 8 seconds

8 seconds? That is not long. It certainly isn’t long enough to complete a 75 question survey.

  • Keep your survey short, clear and concise. Less is more. Grab their attention while you have it.
  • And strike while the iron is hot – ask for feedback as soon as possible after their interaction with you. Don’t wait a month – they will have long forgotten about you by then!


  1. Readers click links less on mobile devices than on desktops.

Having 10 pages of questions with clicks between each page isn’t going to cut the mustard on a mobile device. 2 – 3 clicks is quite enough.

  • Always start by asking them to rate their own experience.
  • Then ask customers to give the reasons for their scores in their own words. Avoid “death by tick box”.
  • And don’t limit the amount of text that they can enter – it’s pretty annoying to be stopped in mid-flow.

Roller coaster city on mobile 2


  1. Responsive, visual emails improve click rates up to 15%.

Yes, customer surveys will require text to ask the necessary questions but make sure your surveys are colourful, appealing to the eye and not too text heavy. Less is more. See our “perfect” feedback survey above.  


  1. More than 84% of communication will be visual by 2018 and today’s fastest growing social media sites are visually based.

Don’t fall into the trap of keeping last year’s survey format just so you can compare satisfaction results year on year. If you do, the chances are your response rates are declining. These long, wordy, tick box surveys are not keeping up with the rapid pace of change in today’s world. Keeping customers engaged should be your prime objective. Make the feedback survey itself a positive brand experience for the customer.


For more information about surveys from Feedback Ferret, please click HERE or download our Ferret Paper “The Perfect Feedback Survey” from our Info Hub:

perfect survey two

Source of facts:
20 stats that will change the way you survey your customers
By Lindsay Willott, Founder, Customer Thermometer


By Nicola Douglas, Marketing Manager