To collect amazing customer feedback, it’s no longer enough to just send out customer surveys. For surveys to have real value for your business, you have to make sure that they are being answered, analyzed, and accounted for.
How do you guarantee that this happens? There is a great starting point: sending follow-up surveys.
Too many companies stop at just one survey email and ignore their leads after not receiving a response the first time. Don't be one of these companies.
But the real long-term benefits go beyond just reputation. Integrating customer surveys into your operations can help to collect customer feedback and improve different aspects of your business.
In a world where 79% of customers put equal weight on online recommendations and word of mouth, it’s worth investing in good customer service and making sure that your online reputation is stellar.
Here are some things you can do today:
Understanding pain points in your product or service: It’s not enough that you know your product by heart. Customers have a different take on your product or service, and knowing what they think can help you improve what you offer. You can use the following survey template get this job done extremely quickly:
Establishing positive relationships with customers:Asking for their opinion lets customers know that their experiences have value. Having the ability to communicate with your brand openly can generate positive associations with the company, which helps establish brand loyalty.
Generating more sales: 8 out of 10 purchases happen because of face-to-face recommendations. To make this happen, you have to make sure that customer feedback is generally positive, both offline and online.
Creating a customer-centric culture: Customers won't just be aware of your product or service - they'll have an emotional connection with it. The more effort you’ll put into understanding customer needs, the better their experience will be.
One of the ways you can collect feedback with surveys is by asking your customers to give you details about themselves. You can then use those details to build a buyer persona. And all it takes to get started is this survey template:
On top of work and personal emails, other companies are sending daily newsletters to your customers, and this can clog up their inboxes pretty quickly. This makes it easy for customers to neglect email surveys simply because they forget about them.
The average response rate for email surveys is about 30%. In situations where survey respondents don’t feel motivated enough or feel like the content isn’t personalized enough, the response rate can fall below 2%.
There is no incentive or a clear call to action
Many customers are unaware of the importance of the survey or its value to their experience. But even if they aren't particularly aware, they would like to be compensated for their efforts. Without providing an incentive such as exclusive rewards or discounts, customers may feel like they're wasting their time filling out the survey and quickly move on without submitting it. It’s not always the case but it might impact the actual completion rate within your audience.
How to send an effective follow-up survey
Unanswered customer surveys don’t have to be a dead-end. It’s perfectly reasonable for brands to send a follow-up email after no response has been recorded from the respondents.
Keep your email short and sweet. Instead of resending the same email and only changing the subject line to something like “ Follow-up Re: Survey,” whip up something more creative and engaging. Here’s how to do just that.
1. Create an attractive subject line
This is the first thing your customers will see, the one thing that separates your email from a dozen others. To increase your chances of getting noticed, create a subject line that promotes urgency, curiosity, and relevance.
Perhaps you can offer the respondents an e-coupon or an exclusive discount. Whatever it is, it has to provide value in exchange for their time and input.
3. Let them know they matter
Be honest. Your clients are more likely to respond to surveys if they feel motivated to respond. And what better way to motivate your clients other than letting them know that their feedback matters?
Level with them and make them understand that their thoughts can have a significant impact on their user experience. And not only theirs, but “the entire community”, as Withings claims in the example below:
Here’s an example of a survey that you can send out to show customers that they matter:
Having too many questions in one survey. Use only relevant questions. Divide long surveys into shorter series to make them more effective.
Equating single-choice and multiple-choice questions. Make sure that your question format matches your respondents and your content.
Forgoing the introduction. Let your survey respondents know what this is about. Use introductory lines like “The survey will be used to improve…”
Including too many choices. If you’re doing a multiple-choice type of survey, make sure that you can still quantify the answers accordingly. Keep in mind that post-survey analysis won’t be as effective if your answers are muddled together.
Sending the same survey to everyone. Different customers will be at different stages of your customer lifecycle. Segment surveys according to their phrases to make them more personalized and therefore effective.
Poorly worded questions. Unclear and convoluted questions can lead to inaccurate or incomplete answers from customers.
5. Use a single question non-responder survey
Last but not least, if you are still wondering what to do with your follow-up email after no response has been made, get to the root of the problem: ask customers why they’re ignoring your surveys.
Don’t make it long, needy, and awkward; keep it short and sweet. You can send a multiple choice question such as: “I feel that the survey is... ”
With different answers, you get to understand what exactly needs to be improved in your surveys and use those to empower future campaigns. Instead of sending them another email, apply a more intimate approach.
If you have their contact details, try sending them a text message instead. Clients tend to prefer getting contacted at most twice a month by brands, and engaging with them directly gives you instant leverage over other brands.
You got survey responses. Now what?
You sent a follow-up email after no response was recorded in your first email.
Congratulations, it worked! What now?
Let your respondents know that their concerns have been accounted for. Send an email informing them how their response helped you improve your product or service. Having this will close the feedback loop, justify their time, and will improve their willingness to participate in future surveys.
You promised them a discount, an exclusive offer, or a freebie. At the end of the survey period, make sure that you deliver on your promise. There is no better way to build brand loyalty than by staying true to your word.
Ensure your team is aware of the findings from customer surveys so that everyone understands how customers feel about your brand or product. Don’t show a set of data: show actionable conclusions instead.
Make the changes
This is the final and most important step that many businesses ignore: make the changes that the majority of your customers are asking for.
If too many are complaining about a certain feature in your product or service, then make the appropriate change and do it within a reasonable timeframe.
The longer you wait, the more your customers will think that your brand is all talk, no walk.
Unlock the power of customer surveys with Survicate
Do you want amazing survey completion rates even with just one email? You need the right combination of the survey tool and survey type. In Survicate, we have over 125 survey templates that you can use completely free. Just pick a template and start sending out surveys immediately.
Hi there! As the Head of Content & SEO at Survicate, I'm in charge of planning and executing our content strategy. I make sure that our efforts align with the company's business goals, while always keeping an ear out for our tone of voice. I occasionally write articles for the Survicate blog to share some know-how I am gaining on the go. I'm always excited to hear from our audience and make improvements to our work. So please do not hesitate to reach out to me if you have anything to share!
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.