Too many companies bombard customers with feedback requests, which annoys customers and results in a low response rate. Here are some tips to avoid this…
One question we are sometimes asked is; how often should we ask customers for feedback? Some expect there to be a golden rule or some formula to use which will give you the answer. Unfortunately there isn’t. And it isn’t as simple as one size fits all, either.
One of our golden principles is to ask for feedback when customers are most likely to want to give it. In transactional terms, this means on the back of some event or interaction in the customer journey which is important to the customer, and to you. These vary by business, but examples include after an order, delivery, renewal, claim, home visit, repair, contact centre interaction, billing query etc.
After these events have concluded, it is generally a good idea to give customers the opportunity to provide their feedback, what was good and what could be improved. But often these events follow each other and you don’t want to bombard a customer with several survey invitations. This will only result in annoying your customers.
So here are some top tips to choose when to ask for feedback and avoid your customer being overwhelmed by surveys…
Just a short health warning - be careful that combining events doesn’t create a long, onerous survey! Surveys should be short and a customer should be able to complete them in about 20 seconds (that’s all the more important if the interaction itself has been short).
One annoyance for customers is being asked to give feedback when they don’t want to give it, often because the event isn’t important enough to them. If you’re not sure which events are important, ask some of your customers when they’re most likely to have feedback that they want to give.
Finally, put yourself in the shoes of your customers. What feels right to you? It might be no more than a fortnightly survey, or one every six months. Get in touch with us and we’ll happily help you out and give you some recommendations.
At CustomerSure, we’re fanatical about helping our customers drive tangible business benefits through their customer feedback process. To help, we produce a wide range of guides and resources to assist at every stage of the journey.
For anything else, we’re just a contact form away!
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