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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

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?
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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

Reach Kushal at

Do you want to
improve your
Customer Experience?

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