Reasons Customers Blow Off Your Surveys
If you deploy your own surveys trying to solicit feedback from your customers, you know how hard it is to get them to respond. There are many good reasons why customers ignore surveys nowadays. Here is one potential culprit: You may be asking them for information you already know. If you are, they know that you know. Asking them to provide you with what you already know is irritating, and it makes you look lazy and incompetent.
Here is an example. My friend, Paul, got an oil change. Within a day after his oil change, he received an e-mail inviting him to complete a customer satisfaction survey. It looked like this:
It came to his e-mail address. It has his name on it. It has the name and address of the service center that did the oil change. Click through to take the survey, and here’s the first page:
It asks him to type in all that information they already have—information that was even included in his survey invitation: his name, his email address, the service center where he got his oil changed, and the date of service. Now, it is an exceedingly simple matter to carry that data into the survey automatically. Why didn’t this company do it?
Surveys like this are one reason that response rates to customer surveys have plummeted to 2%. You can do better than that by focusing more on your customers instead of on yourself. Call us to learn how.
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