A. Show you are serious about collecting feedback - be professional.
If it isn't clear to the customer that you are serious about their opinion then one of two things will happen. They won't answer the survey or they won't give a serious response. In a lot of ways the second is far worse than the first.
B. Ask the right questions at the right time
If I asked you to tell me on a scale of 1 to 10 (where 1 is Not At All and 10 is Completely) how satisfed you were with your evening meal on 15 November 2008, I doubt you could tell me. In fact, if you did, I wouldn't be too confident about the answer. So, why do so many organizations take this approach to customer feedback. You can run a statistically sound survey to give you this information but come on people, apply the common sense factor - it ain't gonna work!
C. Build a relationship with the customer
Capturing feedback from a customer should be part of your overall operation business improvement process. This is by far the largest single influencer on response rates.
Here are Clicktools top 10 tips for improving response rates:
- Reflect your brand - Show your customers you are serious about their feedback by reflecting your brand. You wouldn't use a landing page that had yellow background with purple comic font so why run a survey like that. Out of the top 5, this is the one where Clicktools can help. Clicktools doesn't provide templates called 'spring meadows' or 'summer flowers' but what it does do is enable you to completely match your website and/or brand guidelines.
- Ensure correct spelling/grammar - The amount of emails I see that are poorly worded and/or misspelled never ceases to amaze me. At the very least turn your spell checker on.
- Get feedback is as soon as possible after the experience or event you want feedback on. So, if someone raises a case/ticket then ask for feedback as soon as (perhaps an hour) after that case is closed.
- In terms of relationship surveys, don't just bulk email customers once or twice a year - use an event such as license start date or date they became a customer to trigger and run a constant pulse of surveys.
- Make the survey specific to the thing you are measuring. Don't overpad the survey with superfluous market research questions or try to sell me things.
- Don't ask me things you should already know. If I am a customer you should know what products I have (certainly in a B2B environment) or what service/support program I have or, perhaps even worse, what country I am in. Please don't ask me this in a survey - it just shows me you don't really care. If you must ask do it in a survey intended to do just that - update the information you have. Asking for people to update one or two pieces of information in a survey can be acceptable - perhaps a phone number at the end of a survey.
- Act on feedback. Give the opportunity for customers (or whoever) to request talk to someone or, based on their response ask them if they are willing to talk to someone.
- Share internally. Integrating feedback with your CRM system will give everyone in your organization an understanding and picture of your customers' mindset the last time they gave you some feedback and over time. This can help Account Managers when making calls thru to call-center agents who are dealing with the customer
- Share externally. Nothing frustrates someone more than completing a survey and not knowing (ever) what happened. Telling your customers what the feedback was and, more importantly, what you did because of their feedback will actively engage them in the feedback program and encourage them to be open and honest (and complete) in their responses.
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