A survey is only as good as its response rate. To truly understand your target audience, you need the people to respond to your customer feedback surveys. A good survey response rate is the one which represents your customer base. Currently, there are organisations that still use traditional browser based methods to seek feedback without much hope. In this blog, we will understand how to create customer feedback surveys that can bring a higher response rate.
Reasons for Lower Response Rate
Using traditional methods of browser based questionnaires or a non-interactive email platform can be one of the culprits. However, one must understand that re-sending the surveys on the same platform hoping for a different outcome is like shooting in the dark. To pinpoint the reason for a small survey completion rate, we must understand our audience first. Your customers stay active on different platforms in real-time. They use these platforms frequently. Some of these are Whatsapp messenger and Facebook messenger, SMS/RCS. For a messenger user to switch to an email to respond to a feedback form can be a context switch for the user. Now the respondent has to click on an external link to go to another browser-based platform. By the time this happens, the person might have just lost the interest to reply to the survey. Do you notice the umpteen barriers to seek feedback? Luckily, we can do away with these obstacles if we switch to a user-friendly interface.
User Friendly Platforms for A High Response Rate
All marketers can agree on one matter- do not stress the survey respondents to the point they abandon the form. You will have nothing but incomplete research findings, poor data and a low response rate. Here are some user-friendly platforms that can bring a high response rate in an effective way.
Messenger platforms
Users can easily create a Whatsapp survey in 5 minutes using pre designed templates from Merren. Similarly, the same templates can be shared to Facebook messenger. The messenger based platforms are user friendly and these platforms boast of a high user base. You can build your own questionnaires and create Whatsapp polls. It will be wiser to capture feedback via mediums frequently used by your customers. Marketers will get ample data, a good survey participation percentage and a high response rate.
AMP email surveys
Dynamic survey emails are the ones where you can respond without having to move to a separate browser altogether. Clients can now create customer satisfaction surveys using the CSAT metrics and NPS forms and push them via AMP emails. The goal of a customer feedback form is to capture detractors, understand customer grievances and take steps to improve loopholes. Converting detractors to promoters by upgrading the customer experience is a great way to attain brand loyalty.
Web based chatbots
Websites that use AI and chatbots capture the most amount of data. Chatbots are some of the most robust features that can amass data and analyze them with ease. Since chat bots are also interactive, you can expect a high response rate as an outcome. Using Merren, clients can build their own chatbot with pre designed customer feedback templates and capture responses from their target population. It is fast, interactive and involves minimal cognitive load from your potential respondents.
The Best Practices to Curate Better Customer Feedback Surveys
People are drawn towards interaction, responsiveness and human-like qualities even when it comes to responding to a feedback form. Surveys should not be intimidating especially when it comes to collecting data for sensitive products or topics. Marketers must apply empathy in this process too. Here are some best practices to adopt while curating a good survey design for an online survey. If you are looking for a high response rate, keep these points in mind to build a refined survey.
Survey length
A long questionnaire can be subjected to a high abandonment rate, survey dropout rate and biased answers. Respondents have one motive- to finish it as soon as they can irrespective of the data quality. This hampers the way we conduct our market research. To keep it conversational in tone, aggressively cut down on questions that are not immediately important. Focus on the main goal of the survey, the reason for the feedback form and the expected outcome.
Keep it conversational
A pre designed survey template can save marketers from the hassle of creating customer feedback forms, from scratch. The Merren templates are already tested and are conversational in nature. When surveys adopt a friendly tone, you can expect a high response rate over the campaigns. It is also recommended that the customer support team create a system of follow-up where they can close the feedback loop. This also lets people know that the organizations are concerned about negative reviews and deploy protocols to solve issues.
Offer survey incentives
Survey incentives are a good way to increase the response percentage of a customer feedback form. One must keep the reward systems relevant to the audience. It can be in the form of coupons or vouchers, cashbacks or complementary products along with their purchases. Using Merren, organisations can now share rewards and incentives upon completing a questionnaire. However, this facility is now only available for the enterprise plans.
Customer satisfaction benchmarks
Customer satisfaction metrics such as net promoter score (NPS surveys) and CSAT or customer satisfaction surveys are the gold standard for seeking customer’s opinions on experiences. This includes scales such as customer effort score which is also important since it gauges the amount of effort a user has to undergo during the resolution process. These industry benchmarks are indispensable while obtaining crucial user data.
Seek open ended feedback
Customers are humans. Despite the closed-ended feedback surveys, people would still need to share their thoughts. One way to do this is to include an open-ended feedback format for people to share their testimonials and emotional involvement during the process. The customer experience will be vivid when the support team can gauge data from both- satisfaction metrics and open-ended opinion based feedback. A balance of quantitative and qualitative data is crucial for a 360 degree CX assessment.
Being Systematic with Customer Data
It is not enough to merely accept data but it is important to act on it. Here are some ways marketers can capture data and stay ahead of the curve.
Seek response in real time
Real time opinions and feedback is important since customers are immersed in that particular experience. It is more authentic when captured during a moment. Marketers can make the best of communication protocols when they seek real time feedback to enhance the overall customer experience (CX).
Capture feedback at all stages
One great way to ace long-term customer retention is to diligently capture customer feedback across the mapping journey. This way, even when you onboard potential buyers, you can understand their behaviours, preferences, background and expectations. This makes it easier for organisations to curate better marketing strategies for their consumer base. This is a good way to build a strong foundation of patrons. One way to do this is to choose the right customer journey mapping tool for your business.
Analyze data promptly
Using a messenger application, one can capture user feedback promptly. This will help identify detectors early in the process and close feedback loop. This is a golden opportunity to attend to unhappy consumers and personalize the way the organisation can solve their problems.
Respond to negative feedback
One way to do this is to equip the customer support team with necessary tools and authority to promptly address negative feedback. Do not be scared of a negative review. It is an opportunity to improve system processes and create a new loyal customer with customized solutions. Apple does this with finesse. The global giant has mastered the art of converting detractors to loyal buyers.
Embrace automation
A lot of the work gets systematic and error free when the manual is out of the equation. This is why we recommend marketers to embrace automation as a leverage. Using AI or artificial intelligence, one can deploy surveys and analyze data faster or better yet, create instant surveys using this AI Survey Builder.
Conclusion
Before designing well-crafted surveys, it is essential to find out important features for the right survey tool. This way, organisations can create a seamless digital customer mapping process without the hassle. The right tool can make it easy for organisations to create a well-arranged customer feedback system that can generate a high response rate, bring data to the dashboard and capture responses in real-time. To create a systematic customer feedback protocol, supercharge your business using Merren’s tool. Sign up for a 14 day free trial here or you can check our pricing plans.
