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 everything as “good” or 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 your customers are not giving you enough response. Frankly they are pretty much thinking the same. A low response rate only means low stickiness with them. Its quite likely that your non responsive customers are like those fence sitters who will jump to your competition without much consideration.
How do you rectify it?
- Keep it simple – Each question you add to your survey is going to increase the drop off rate from start to finish. Hence 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.
- 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. Click here to see how
- Make your customers believe that their feedback matters to you and you will definitely look into what they have to say and resolve their issues. This belief can only be instilled when customers see your commitment and know that you mean every word of what you say. One of our technology partner’s client liveouthere.com used a very creative video to communicate this to its customers and got amazing results!
- Take action ….. Consistently!! – Its important to deliver what you have promised. Don’t just deliver consistent customer service but also look into every customers feedback and resolve their issues……consistently. It is better to be consistent with what you promise to your customer than promising a lot and not delivering it. 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. On taking this action analyse its impact on customer loyalty, this goes on and on in a cycle. In order to do this consistently and successfully its important to have the right systems and processes in place. Click here to read details on how to implement NPS successfully.
- One step at a time – Imagine taking massive actions on customer feedback reports generated after lot of “research”. The research approach is time consuming and makes it difficult to analyse the impact quickly and in case you observe a negative impact of your actions, 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 to revert your changes easily if required. These small changes accumulate over time and create a positive impact on your customer loyalty. A right technology solution like CustomerGauge helps you automate your system to gain insights real time and deliver good customer experience consistently. Click here to schedule a demo.
Some best practices
- Set the expectation in the beginning – Tell customers its a shart survey which will take under 3 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 – refer the liveoutthere.com video
- Mobile optimised – 50% traffic driven through mobile. Consider a technology solution like CustomerGauge
- 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