Conversational Surveys: The Road to A High Response Rate

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    People are highly likely to respond to a conversational tone over a corporate-intimidating tone. The main goal is to make your feedback surveys friendly such that it doesn’t feel like an interrogation. In this blog, we will discuss conversational surveys, the benefits and its difference from a traditional survey medium. 

    What Are Conversational Surveys?

    Conversational surveys are questionnaires that use conversational and interactive format of questions to encourage people to share their response. The goal of a conversational survey is to engage customers and collect feedback in an informal way. These surveys can be delivered through a variety of channels, such as WhatsApp messenger, Facebook messenger or website chatbots.
    Traditional survey methods typically use static questionnaires or forms while conversational feedback forms use a more interactive approach. 

    Difference between conversational surveys and traditional surveys

    There are several key differences between conversational surveys and traditional online survey methods:

    • Delivery: Conversational surveys can be delivered through a variety of channels. Traditional surveys are typically delivered through email, phone, or postal mail.
    • Format: Conversational surveys occur spontaneously and can be more interactive. Traditional surveys typically use static questionnaires or forms. The survey happens in an interview style where the next question is delivered only when the previous question has been answered.
    • Response Rate: Conversational surveys often have a higher response rate over traditional surveys. Traditional feedback forms are not as engaging and feel less like a chore to complete.
    • Real-time Feedback: Conversational surveys provide real-time feedback, allowing customer support teams to close the feedback loop sooner. This leads to richer insights and better customer service

    Conversational surveys are a more engaging and effective way to collect customer feedback than traditional survey methods.

    Online survey maker

    How Can Conversational Surveys Help Businesses in CX?

    Conversational surveys offer several advantages over traditional survey methods when it comes to gathering accurate and up-to-date customer feedback. In this section, we’ll take a closer look at how conversational surveys can help businesses gather more accurate and up-to-date customer feedback.

    Personalization based on past interactions

    Conversational surveys enable businesses to personalize questions and responses based on a customer’s previous interactions. Businesses can ensure that the questions are relevant and contextualized. This approach leads to more accurate and meaningful feedback.

    Engaging surveys have higher survey response rates

    Traditional surveys suffer from increasingly poor response rates. In contrast, conversational surveys often achieve higher response rates than traditional questionnaires. By using conversational language, businesses allow customers to provide responses in a natural and informal way. This approach encourages more customers to participate in the survey.

    Real time customer insights to resolve issues faster

    Conversational surveys provide real-time customer feedback. The best way to get real time feedback is by using conversational survey platforms. This includes WhatsApp messenger survey, Facebook messenger survey, website chatbots. Due to the interactive nature and responsiveness of these channels, CX teams can get in-the-moment responses. Businesses can identify and respond to issues as they arise, rather than batch-processing response data.

    Conversational experience impacts customer satisfaction scores

    Businesses can show customers that they care about their opinions. They are committed to improving their experiences by using conversational surveys to gather feedback. This approach can lead to increased customer satisfaction and loyalty, positively impacting revenue and growth. Marketers can offer a mix of qualitative surveys and quantitative data questions. For example, when offering an NPS survey, they can include an open-ended question where respondents share the reasons for their ratings.

    4 Ways To Improve CX With Conversational Surveys

    Conversational surveys go beyond a question and a response. You can capture people’s emotional metrics, their opinions and experiences with your brand. Use this information to continuously improve on your CX metrics. 

    1. Identify customer needs and preferences

    Easy to answer surveys make people more disposable to responding in a friendly manner. They can reveal their expectations, needs and unmet needs. This will give you a fair idea on who your target audience are and what they expect. Use this to bring changes into your products and services to maintain high retention rates.   

    2. Address customer concerns and issues

    People often want a solution and they want it now. You can address issues in real time when you keep your feedback forms friendly in tone. The customer support team can address unhappy customers and close the feedback loop to avoid online mishaps.  

    3. Improve products and services

    There is nothing like a raw and honest opinion of your user base. They can test your products and share their first-hand experience. This will enable you to see flaws, close product gaps and constantly refine your business offerings. .

    4. Increase revenue and growth

    A good business depends on a positive domino effect. Better products bring higher retention rates.However, retention rates also depend on the kind of customer support you offer to your user base. This in-turn can increase your revenues and bring growth.

    Benefits of Using WhatsApp and Facebook Messenger as Smart Survey Channels

    Messaging apps like WhatsApp messenger, Facebook Messenger and chatbots are increasingly popular channels to communicate with your customers. In this section, we’ll take a closer look at the benefits of using messaging apps for conversational surveys.

    Convenience & in-moment responses

    Messaging apps are convenient and can be accessed from their mobile phone at any time. This makes it easy for people to respond to surveys on the go, without being tied to a computer. This makes sense because there are 5.34 billion unique mobile phone users today. The nature of the messaging app survey (such as the use of notifications) will mean that you get real-time responses to your questions. This ability to capture in-moment responses makes conversational surveys extremely powerful

    Accessibility for every customer

    Messaging apps are accessible to a wide range of customers, regardless of their location . You can reach your buyers who are spread across geographies. All it takes is customization and personalization to get people to respond. .

    Survey personalization for relevance

    Messaging apps allow businesses to personalize their surveys based on a customer’s previous interactions with the brand. This can help to ensure that the questions are relevant and contextualized. This can lead to more accurate and meaningful feedback.

    Responsiveness of messenger apps

    Messaging apps are more engaging than traditional survey methods. They allow CX professionals to use conversational language. It proves to be more interactive and personalized experience for customers.

    Surveys can be automated

    Messaging apps can be integrated with the CRM, which can automate the survey process. You can automate feedback forms at various time-sensitive touchpoints. This includes post purchase or after an interaction. You can get in-moment survey responses. 

    Messenger apps offer flexibility

    Messaging app-based surveys offer a high level of flexibility compared to traditional survey methods. One major advantage is the ability to use different question types. The questionnaires can use multiple choice, open-ended, and rating scales. This allows businesses to collect a wide range of feedback from their customers

    Multi-language question translation facility .

    English is not really a common language to many customers around the world. Using a local language can help people to feel comfortable while they respond to the surveys. This means you can achieve a higher response rate from people who were initially hesitant on providing responses.

    How Can Businesses Use Interactive Emails for Conversational Surveys?

    Email survey template

    Accelerated mobile pages or AMP was introduced by Google to make emailing a more dynamic experience. Thanks to this facility, CX marketers can create dynamic email surveys. This means people will not be directed to an external browser to respond to surveys. Here are some of the vantage points of an AMP email survey. 

    Interactive content

    Dynamic emails allow businesses to include interactive content such as buttons, sliders, and drop-down menus in their surveys. This can make the feedback experience more engaging and lead to higher response rates. Additionally, businesses can use dynamic emails to provide customers with visual aids such as images, videos or GIFs to help them better understand the questions being asked.

    Multi-device compatibility

    Dynamic emails are compatible with multiple devices and email clients. This can ensure that the survey is accessible to a wider audience. Moreover, dynamic emails can also be used to follow up with customers who have already provided feedback. Businesses can use this opportunity to thank the customer for their feedback, respond to any concerns or issues. Using quick response time, CX marketers can build stronger relationships with their customers. This will prove that brands value customer feedback and are committed to improving CX.

    Automate your way to CX

    Dynamic emails can be integrated with automation tools. You can now send personalized surveys to customers at touch-points and automate the survey process. This can make the process devoid of manual errors and improve response rates. Moreover, CRM integrations can make the CX process completely automated, closing the loop with customers. This is a faster yet meaningful process.

    How Do Conversational Chatbots Work for Collecting Customer Feedback?

    Conversational chatbots are a type of artificial intelligence that can simulate human conversation in a natural way. Most of the processes for messenger applications and AMP emails surveys are more or less, similar. They run on one important principle- 10x the response rate and get more customer data. 

    Scalability

    Conversational chatbots can handle a large volume of customer feedback simultaneously. This makes them a scalable solution for businesses that need to collect feedback from a large customer base.

    Analytics

    Conversational chatbots can provide businesses with real-time analytics on customer feedback. This can help to identify trends and issues quickly and effectively. This can help businesses to improve customer satisfaction and brand advocacy.

    Examples of Successful Conversational Surveys and What Can Be Learned from Them

    In this section, we will look at some examples of successful conversational surveys and what businesses can learn from their design and implementation.

    Example 1: Marriott Hotels

    Marriott Hotels used Facebook Messenger to create a conversational survey that asked customers about their hotel experiences. The survey included personalized questions based on the customer’s previous interactions with Marriott. It provided customers with real-time responses to their feedback. Marriott reported a 41% response rate for the survey, which helped the company to identify areas for improvement and increase customer satisfaction.

    Key takeaway: Personalization and real-time feedback can lead to higher response rates and more accurate feedback.

    Example 2: H&M

    H&M used a conversational survey to collect feedback from customers about their online shopping experience. The survey was designed as a chatbot that provided customers with a personalized shopping assistant, while also collecting feedback on the customer’s experience. H&M reported a 70% completion rate for the survey, which helped the company to improve its online shopping experience and increase sales.

    Key takeaway: Incorporating the survey into the customer’s overall experience can lead to higher completion rates and more accurate feedback.

    Example 3: Domino’s Pizza

    Domino’s Pizza used a conversational survey to collect feedback from customers about their delivery experience. The survey was designed as a chatbot that provided customers with real-time updates on their pizza delivery. The chatbot also collected feedback on the customer’s experience. Domino’s reported a 50% response rate for the survey. This helped the company to identify areas for improvement and increase customer satisfaction.

    Key takeaway: Incorporating the survey into the customer’s overall experience and providing real-time updates can lead to higher response rates and more accurate feedback.

    These examples show that conversational surveys can be successful when they are personalized, integrated into the customer’s experience, and provide real-time feedback. 

    Best Practices for Creating Conversational Survey Questions

    Here are some of the best practices to follow for a better CX protocol..

    1. Keep questions short and simple

    Design conversational surveys with busy customers in mind. They may lack the time or patience for long or complex questions. Short and simple questions increase response rates. This approach ensures the accuracy of the feedback collected.

    2. Use open-ended questions

    Open-ended questions encourage customers to provide detailed feedback. This feedback can offer valuable insights into their experiences. Open-ended questions also let customers express their opinions and feelings in their own words. This provides a more nuanced understanding of their experiences.

    3. Avoid leading questions

    Leading questions are designed to elicit a specific response. They can bias the customer’s feedback in a certain direction. Avoid leading questions to ensure unbiased feedback. This helps to collect accurate feedback.

    4. Use branching logic

    Branching logic allows questions to be skipped or hidden based on previous responses. This technique ensures customers are only asked relevant questions. It can increase response rates and improve the accuracy of the feedback collected.

    5. Provide context

    Provide context for the questions being asked. This helps customers understand what they are being asked and why their feedback is important. Providing context can also increase response rates. It ensures the feedback collected is accurate.

    6. Test the survey

    Test the survey with a small group of customers. This helps identify any issues with survey design or question wording. Testing also ensures the survey is easy to use and understand. This can increase response rates and improve the accuracy of the feedback collected.

    Most survey platforms offer templates that can be used as a starting point for creating a good survey. Most times however, these templates become restrictive and unusable. Merren has an AI survey builder  that allows users to build a perfect questionnaire in a few clicks.

    What Questions Should I Ask In A Customer Survey?

    Here are some questions that you may want to consider:

    • How likely are you to recommend our product/service to others?
    • How satisfied are you with our product/service?
    • How easy was it to use our product/service?
    • Did our product/service meet your expectations?
    • How responsive were our customer support representatives?
    • How would you rate the overall value of our product/service?
    • How frequently do you use our product/service?
    • What did you like best about our product/service?
    • What did you like least about our product/service?
    • Is there anything we can do to improve our product/service?

    It’s also important to ask open-ended questions that allow customers to share their thoughts and feelings in their own words. Some examples of open-ended questions are:

    • What are some specific things we could do to improve your experience with our product/service?
    • Can you share a recent experience you had with our product/service?
    • Is there anything else you would like to share with us about your experience with our product/service?

    Additionally, you may want to ask demographic questions to better understand the characteristics of your customers, such as age, gender, income, and location. However, be sure to only ask for information that is relevant to your business. Avoid asking for sensitive information that may make customers uncomfortable. To know more, read our blog on how to create a good customer survey

    Common Mistakes to Avoid When Implementing Conversational Surveys

    Here are some of the common mistakes to avoid when implementing conversational surveys.

    1. Overwhelming customers with too many questions

    Keep in mind that customers may not have the time or patience to answer too many questions. Overwhelming customers with too many questions can lead to low response rates and inaccurate or incomplete feedback.

    2. Failing to personalize the survey

    Personalizing the survey by addressing the customer by name or referencing can make people feel more valued. Failing to personalize the survey can make people feel like they are just another number. This can lead to low response rates and inaccurate feedback.

    3. Avoiding the follow-up with customers

    Follow up with customers after they complete the survey. This shows that their feedback is valued and that the business is committed to improvement. Neglecting to follow up can make customers feel their feedback is not important. This can lead to low response rates in future surveys.

    4. Asking leading questions

    Asking leading questions can bias the customer’s feedback. This leads to inaccurate or incomplete feedback. Avoid leading questions. Provide customers with the opportunity to express their opinions and feelings in their own words. This can lead to more accurate and valuable feedback.

    5. Failing to analyze and act on the feedback

    Collecting feedback is only half of the process. Failing to analyze and close the feedback loop can make people feel their input is not valued. This can lead to low response rates in future surveys. Analyzing and acting on feedback improves CX. It can also increase customer loyalty.

    6. Using inappropriate language or tone

    Using inappropriate language or tone in the survey can make customers feel uncomfortable or offended.Using a friendly and professional tone helps increase response rates. A conversational tone is desirable for accurate and valuable customer feedback.

    Emerging Trends in Conversational Surveys

    In this section, we’ll cover some emerging trends in conversational surveys and how they are likely to shape the future of customer feedback collection.

    1. Artificial Intelligence (AI) and Machine Learning

    AI and machine learning are revolutionizing the way that conversational surveys are designed and implemented. These technologies allow for more personalized and targeted surveys that can be tailored to individual customers based on their past interactions with the business. AI and machine learning can also help to analyze the feedback collected and provide insights that can be used to improve customer experiences and increase revenue.

    2. Voice-Activated Surveys

    Voice-activated surveys are becoming increasingly popular as more customers use voice assistants such as Amazon’s Alexa or Google Assistant to interact with businesses. Voice-activated surveys can provide a more natural and convenient way for customers to provide feedback, and they can also help to increase response rates.

    3. Social Listening

    Social listening involves monitoring social media platforms for customer feedback and insights. This approach allows businesses to collect feedback in real-time and respond quickly to customer concerns and issues. Social listening can also help to identify emerging trends and issues that can be addressed before they become major problems.

    4. Omnichannel Surveys

    Multi-channel surveys involve using a combination of different channels to collect feedback, such as email, SMS, messaging apps, and social media. This approach allows businesses to reach customers on their preferred channels and can help to increase response rates and improve the accuracy of the feedback collected.

    5. Gamification

    Gamification involves using game mechanics such as points, badges, and leaderboards to make surveys more engaging and fun for customers. This approach can help to increase response rates and improve the quality of the feedback collected.

    6. Predictive Analytics

    Predictive analytics involves using data and statistical algorithms to identify patterns and predict future outcomes. This approach can be used to analyze the feedback collected from conversational surveys and provide insights into customer behavior and preferences. Predictive analytics can also help businesses to anticipate future customer needs, improve customer experiences, and keep track of key performance metrics.

    Conclusion

    Conversational surveys are a powerful tool for collecting quick, accurate, and up-to-date customer feedback. By using messaging apps, conversational chatbots, dynamic emails, and other conversational channels, businesses can reach customers where they are. Avoid common mistakes and embrace emerging trends such as AI, voice-activated surveys, and social listening. To get started, sign up for a 14 day free trial without any credit card details.