How’s Our Relationship? (Survey Invite Review #3)
Here is the third invitation in our review of three survey invitations. (See also: #1 How Bad Are We? and #2 How Amazing Are We?)
In my opinion this one is easily the best. It is truthful and sincere, and tells me immediately why helping this company (by completing their survey) is important to them helping me.
In a world where we are pestered and hounded multiple times a day to do surveys (and all for the sake of them compiling their corporate metrics all about themselves) this one stands out with a warm focus on open dialogue and healthy relationships:
About this time each year, we ask our members to reflect on LifeCo’s performance in servicing your needs. An open dialogue between you and LifeCo is an essential part of building and sustaining a healthy relationship. We stand by this principle and hope you share this belief.
Your feedback on how we are servicing you provides the guidance we need to keep doing what we do well and make adjustments where needed.
Participating in this annual survey is one way to offer your feedback on the health of our relationship. Please click Relationship Assessment to launch our survey and give us your perspective.
We appreciate your willingness to share your views and are respectful of your busy schedule. This survey is easy to complete and requires approximately 15 minutes of your time.
Thank you,
LifeCo Insurance
The invitation is not perfect. But it’s really good, and the good far outweighs the bad.
What they did right:
- They told me why this survey is important and how it benefits me—and I actually believe it.
- They emphasize that this survey is annual, reassuring me that it is special and important, not part of a new campaign to pester me for feedback every time I communicate with them.
- The invitation uses uniquely sincere language about building healthy relationships, which resonates in a world of growing cynicism (driven in part by a flood of annoying surveys).
- The company has assured me of their respect for my time, telling me what is involved in participating and how long it will take.
What they did wrong:
- The “signatory” is the company, not a person, and there no way for me to contact a person (or even a department) with questions about the survey or concerns about whether it is real.
- The invitation has no graphic design and is not visually compelling. I have not shown you the original, but I can tell you it looks almost exactly the same as reproduced above!
This survey invitation taught me something about survey invitations, which I really ought to add to our feature publication, A Snazzy Revamp of Survey Invitations: Be totally sincere in your efforts and how you are trying to help, and communicate that sincerity in your survey invitation.
