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:
But how can 2% of customers be representative of your customer base? Achieving high response rates is key so consider these things:
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.
8 seconds? That is not long. It certainly isn’t long enough to complete a 75 question survey.
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.
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.
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.
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