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How to Successfully Implement Customer Feedback Surveys

Few people get excited about taking a survey. Unless your customers instantly see why it’s important or you offer a reward, they’re likely to dismiss it. However, your company needs those responses. They help you help your customers. If you understand what motivates potential respondents, you’ll be more than equipped to get the survey results you need.

Make the Survey Experience Amazing for Every Customer

Reciprocity, rewards, and interest can each motivate your customers to complete your survey. The more specific you can make each customer’s survey experience, the more interesting they’ll find it—and the more likely they’ll be to respond.

 

Reciprocity: Create an Exchange

In 1974, sociologist Phillip Kunz at Brigham Young University sent out handwritten Christmas cards to 600 strangers. His theory: if someone does something for you, you’ll return the favor. Kunz’s study worked. He received more than 200 replies from people, many of whom also sent their Christmas card with handwritten notes. That’s why it didn’t matter that Kunz’s subjects didn’t know him: their empathy kicked in once they received something, and they felt compelled to give something back.

The same logic—of reciprocating when you’re given something—can be applied to timing your surveys.

Here are some examples of great times to survey your customers:

  • After they’ve been onboarded. Once you’ve given them a tutorial on how to use a core part of your product, survey them on whether it was helpful.
  • When they’ve just made a purchase. Your customer has just worked their way through your site to make a purchase, so ask them what they’d like to see while it’s fresh in their minds.
  • A few weeks after their purchase. By now customers have used the product and will have honest feedback. Offer them a discount on future purchases in return for feedback.

 

Rewards: Entice Them with a Promise

Via the incentive theory of motivation, positive incentives like “money, rewards, or recognition” motivate people to take action. But most people tend to prefer rewards sooner than later. Even if your customers understand that responding to a survey will help them down the line, they’d prefer to have a small reward for sacrificing their time here and now.

Your customers’ positive incentive needs to arrive ASAP—otherwise they won’t feel the urge to complete your survey. That’s why it’s imperative that you promise rewards to customers who take your survey.

Say you’ve just programmed this survey to pop up (above). This proves to your customer that they’ll be rewarded right now for doing you the favor of completing a survey—playing into their present bias and motivation via positive incentives.

Some reward options:

  • Discount on their next purchase – If you have the financial means, this can help grow your survey response rates.
  • Exclusive savings – Provide extra bonus content for your survey participants that isn’t already available.

It’s also crucial to give customers multiple ways to access and complete a survey. With more options, customers will be able to complete a survey on their own terms. Customers will be more likely to complete a survey if there is a way to do it that is convenient for them, whether it is by phone, email, or SMS.

 

Pique Your Users’ Interest

A study published in Oxford’s Public Opinion Quarterly tested the Leverage-Salience Theory of Survey Participation. The theory measured what factors made people more likely to take a survey—whether they found the topic interesting, if they trusted the organization surveying them, or if they would gain specific positive outcomes.

Their findings revealed something intuitive—that people are more likely to respond to surveys when they find the topics interesting. So to get people interested in your survey, you need to make it specific to each customer’s experience. To make your survey prompts and questions as specific and as immediately relevant as they can be, analyze each customer’s experience in real time.

 

Phrase your survey prompts around each customer’s experience. In an analysis of one million surveys, Price Intelligently found that using customer-centric language spiked their response rates. So instead of saying “help us make our product better,” make subtle changes to prompt your users by saying “improve your product experience.”

By using these tips and tricks, you should see an increase in your survey participation. And this feedback is crucial to a successful future for your business.

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