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There is a place where I keep my car working. They do a great job. The repair center employees are friendly and knowledgeable. The car always comes back cleaner than when it comes in for maintenance. This is the way business should be done.
The head of the service department said I would be emailed a survey and asked if I would take a few minutes to fill it out. Sure enough, a day later the email survey showed up in my inbox. I will always remember the first survey. With that wonderful experience, I was happy to show them a little love and give positive feedback on how well they took care of me. That's why I started the survey. There were some pretty good questions on that first page. And more on the second page. By the time I got to the third page of the survey, I was experiencing survey fatigue. I was tired of this survey. I had been at it for almost six or seven minutes, and it felt like I wasn't even halfway through. This was not a survey. It was a big homework assignment!
About a year later it was time to go back for another oil change and routine maintenance. Once again they provided great customer service. And a day later came that dreaded customer service survey – the same survey! I thought it might be different for a returning customer. I told my friends about the ridiculously long survey and joked that it took longer to fill out the damn survey than it did to get the oil changed. By the way, I didn't take the survey – and haven't since the first one I took years ago.
What reminded me of that story was that several subscribers to our newsletter emailed me in recent weeks about how they could get more responses to their customer surveys. That's a great question, and here are two of my favorite ways to do it:
First of all, don't wait two weeks – or even two days – before sending out a survey. Consider sending the survey to customers within 24 hours while the experience is still fresh in their minds. Maybe even deliver to them within minutes. When I take an Uber, as soon as the ride is over I receive an email asking me to rate the driver and possibly leave a tip. I respond every time.
Second, don't make the survey too long. You don't want to frustrate the customer with Survey Fatigue. Consider short surveys that take one or two minutes to complete. A short Net Promoter Score (NPS) survey question with one or two follow-up questions that take about a minute to complete will increase response rates. If you want answers to more questions, you can create several surveys and rotate them as you send them to customers. Shorter is better. The same Uber survey just mentioned asks me to click one through five stars, click a few boxes, and if I'm interested, I can leave a comment. Without comments, the survey takes 15 seconds or less.
So the next time you want customer feedback in the form of a survey, send it quickly and concisely. Then watch for an increase in the number of customers who respond.
In this video, Shep answers the following:
How do I create a better customer survey?
How to create surveys that your customers will complete.
How to get customers to complete your survey.
How can I get better customer feedback?
Shep Hyken is a customer service and experience expert, award-winning keynote speaker and New York Times bestselling author. For information, visit http://www.hyken.com. For information about The Customer Focus' customer service training programs, visit http://www.thecustomerfocus.com.
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