Low response rates to feedback & survey requests.
Low response rates to feedback requests is a very common problem for businesses. Here on the Tellofy Blog we’ve been stressing the importance of user generated content and the value customer feedback to your overall marketing strategy. Its no secret that UGC can build trust and humanize your brand.
Have you ever slaved over creation of a customer survey or feedback requests, only to get low response to feedback request?
Much like throwing a party that no one shows up to, you’ve done a lot of preparation, with little payoff.
There are a few common mistakes that marketers make when structuring surveys, and we’re here to help you recognize and overcome them so you can knock the next survey out of the park.
First of all why Response Rate Matters ?
Just in case you’re not convinced, let’s take a quick look at why you want a better response rate:
- More complete data, which paints a clearer picture of what your customers think.
- Less “non-response bias” meaning the data is a better representation of the population being surveyed.
- Customers who provide feedback tend to be more loyal, engaged customers, regardless of the score they give.
6 Reasons for Low Responses to Survey & Feedback Requests
Here are six of the most common mistakes or oversights, which may cause low response rate on your feedback requests:
- You are not sending the surveys to the right contacts – This can mean one of two things: Either the contact info is not current. (In a consumer business, your email list can go incorrect at a rate of up to 30% per year.Or, second, you’re sending to the wrong role within the company.
- Not presenting customer surveys as an integral part of your business processes can result in people not seeing the value of your survey resulting in low responses.
- You are not following up correctly (or at all).
- Participants will drop off rather quickly if a survey is too long or the questions are confusing. Ask the right questions.
- You are sending surveys at the wrong time. Asking for info too often, too late, or at odd hours can affect survey response rate.
- Your emails appear spammy – Up to 43% of email recipients will mark you as spam just based on an unknown “from” name or email address.
6 Steps to Improve Low Response Rates to Feedback Requests
There are some best practices when asking for feedback that will help you avoid common pitfalls, and get the response rate you want.
- When sending by email, direct your survey to the person you interact with the most. Ideally, that person should also be a decision maker, rather than an admin role. Keep contact info updated! This may involve a phone call to make sure you’re sending to the best person.
- Give your customers a heads up that you’ll be sending out a satisfaction survey. This demonstrates that feedback is a regular and valued part of your business. You can do this by email, a quick phone call, or a placard at your business.
- People are busy, and they receive a lot of emails. Sending a reminder can raise response rate by 33%. Consider reaching out to non-responders with a phone call or automated email after 3 days, 7 days, or 14 days.
- The most important part of getting a great response rate is to write a great survey. Use simple, but specific, uncomplicated language. Ask about only one thing at a time. Survey Monkey suggests using a qualifying question at the beginning of your survey to ensure you’re attracting the respondents you’re looking for.
- Be timely. Send your survey during work hours, and avoid sending on weekends. Within a few days of the sale or service is best, as the experience is still fresh.
- Make sure that your customers will recognize the sender’s name. Don’t use a generic name like “Satisfaction Department”. Instead, use a personal name from someone your customers have dealt with consistently. You can also use something like: “John Doe (Widgets Inc.)” to connect both the company and person.
It should go without saying that your survey must work on mobile devices.
And finally, use the feedback! People are more likely to respond if they feel it will have a positive impact.