Written by Vivek Jaiswal | Co-founder, Customer Guru
Customer experience is undoubtedly the next battlefield in customer relationship managemet. Customer retention, loyalty and engagement are now of paramount importance. Many customer experience experts believe that the sure shot way to improve these are by listening to your customers. The one thing definitely common between all the companies doing exceedingly well is that they have an amazing customer experience management team. A team that puts in effort and resources to create a precise customer feedback questionnaire, and consequently applies the feedback to constantly improve their products, processes, and people.
Here are a few ways in which you can improve your customer feedback rate!
1. Keep it short
More often than not, the sheer length of the survey acts as a deterrent for customers to fill it. Keep the survey short and simple. We recommend that you have fewer than 10 questions. The rate of customer feedback is inversely proportional to the length of the feedback.
According to Client Heartbeat, here is a graph showing the Abandonment Rate of customer vs. the number of questions in the survey.
2. Offer an incentive
Don’t we all love freebies? It would be a great idea to offer an incentive that motivates customers to fill in the survey. It could be anything from a discount coupon the next time they visit your restaurant, or an offer to have a free membership card.
3. Personalise the email
Send survey invitation emails that compel customers to leave a feedback. If possible, try that the survey email comes from an employee that the customer has dealt with. Having to fill in a feedback form coming from the “Customer Experience Team” may not really allure the customer.
4. Follow up
A personal follow-up or a reminder email will definitely help in propelling the customer feedback rate. Ensure that you have a sufficient gap between the primary invitation email and the reminder email; we recommend at max 7 days and at least 3 days.
5. Make it for mobile-friendly
Everyone is on mobile these days. Build your survey invite for mobile – keep it short and sweet. The survey should be mobile friendly too. Most people lose interest in filling up a survey if they need to pan and zoom to read the questions. Use easy to ‘tap’ and respond design and layout; forget clicks!
6. “Thank you for the feedback!”
People really appreciate a good thank-you email. Again, make it mobile-friendly. A thank-you email helps personalise the interaction, even if it is over emails only. It is always a good idea to avoid selling anything on the thank-you email. Keep it to that – an appreciation for giving valuable feedback.
7. BONUS: solve the problems!
This one takes a little longer to start adding up to your response rate. However, if yours is a company that solves problems highlighted in customer feedback, it will build customer confidence and their willingness to share honest feedback.
Are there any other pointers that you think will help increase the customer feedback rate? Write to us!