Written by: Kushal Dev | Co-founder, Customer Guru
Have you been asked to fill in a feedback survey at a fine dining restaurant on the food/experience/service etc and you either did not bother to reply or indiscriminately marked whatever took your fancy? You may have done it for the following reasons
- You wish to finish you dinner and get out asap. Definitely not interested in answering a long, boring survey of zero value to you
- You are not bothered as you are not sure if any action is taken on this feedback
- You don’t want to be rude! Maybe speaking out your mind will only lead to mindless follow-ups (i.e. “if” they read your response ;))
So if you are getting low responses on your surveys your customers are pretty much thinking the same. A low response rate only means low stickiness.
How do you rectify it?
- Keep it simple – Each question you add to your survey is going to increase the drop off rate. In order to reach out to a wide customer base restrict your customer feedback surveys to as few questions as possible. The Net Promoter Score® questions along with a follow up question is what we recommend.
- Be Accessible – Allow your customers to get back to you easily. Make your surveys easy to answer. With more and more traffic driven (almost 50% response of our customers is from mobile) from the Mobile its important to make your survey mobile friendly.
- Be Genuine – Make your customers believe that their feedback is important for you will be looked into. This belief can only be instilled when customers see your commitment and know that you mean every word of what you say.
- Take action ….. Consistently – Its important to deliver what you have promised. Don’t just deliver consistent customer service but also look into every customer feedback and take action, if possible on each. Deliver what you promise, unpredictable service is liked by none. On gathering customer feedback its important to analyse this data, identify what matters to your customers and take corrective action. Measure its impact on customer loyalty and continue doing it in cycles.
- Take a step at a time – Imagine taking massive action on customer feedback reports generated after lot of “research”. The research approach is time consuming and makes it difficult to analyse the impact quickly. If you observe a negative impact of your action, the changes are so massive, backtracking on them is near impossible. The idea is to make small incremental changes based on the insights from your customer feedback and measure their impact before making bigger decisions. This helps revert changes easily if required. These small changes accumulate over time and create a positive impact on your customer loyalty.
Some best practices
- Set the expectation in the beginning – Tell customers its a short survey which will take under 2 minutes to answer
- Don’t be a pain in the ass – Survey your customers too much and they are bound to ignore you.
- Be crisp and creative
- Mobile optimised – 50% traffic driven through mobile.
- A well timed reminder works at times.
- Keep your data clean. Ensure your customer information is correct/ updated.
- Say Thank you. Tell them what action you have taken
Reach Kushal at firstname.lastname@example.org