What is the future of customer surveys in our brave new world of customer experience? As more companies thirst for customer feedback, the number of surveys has escalated. But there is a limit to customers’ willingness to complete surveys. I know, as a customer myself, that I am growing weary of completing the long, almost narcissistic surveys. 15 to 30 minutes, really???
As completion rates get more difficult to maintain, companies will become more efficient with the questions they ask, target questions at specific customers in specific situations, and stop relying as much on multiple-choice questions. Tidbit: When the Tempkin Group asked large companies with Voice of the Customer programs about the changing importance of eight listening posts, multiple choice survey questions were at the bottom of the list.
Personally, i see it moving to an incentive based system where you will earn something for the time you invested. Nintendo of America has a really good example of this. Basically, you receive virtual coins for taking two product surveys (Purchase information and Product satisfaction) to purchase digital products at their E Store. Both surveys can be completed in less than 4 minutes.
ReplyDeleteRandy, great insight. I haven't seen that but it makes sense. Love anything less than 4 minutes. Big fan of the 1 question net promoter.
ReplyDeleteI worked with a supplier on three surveys that went over 30 minutes. The key is training agents to engage customers in a conversation and craft your questions in that vein. If you convince your customers that they have an important role in the future direction of your organization, you may increase your response rates and increase their loyalty. However you must be sincere or risk their rath.
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