Why Your Traditional Surveys Don’t Work (And What To Do About It)
Stop us if you’ve heard this before: “You’ve been selected to participate in a brief survey at the end of this call!” ‘Yes! Exciting!’…..said no one ever. In a world where time is at a premium for many of us, the thought of taking even a few minutes to provide feedback to a company or organization seems like, well, a huge hassle. Unless, of course, you’re angry – then you always have time, right?
And even if you do have the time, you’re very likely going to ‘pass’ on engaging in the survey because of the way it’s delivered or because you know those 3-minute surveys will take much longer. In the first of a two-part series on customer engagement, we’re going to tackle some of the key reasons traditional surveys don’t work.
Here are six key reasons why traditional ‘customer satisfaction surveys’ don’t work.
The survey is too long
The customer just wants to be listened to; they don’t want to have to fill in data! Do you really need to know my age, gender, income, ethnicity, favorite color, and the last time I ran an 8-minute mile? Engagement should be short, sweet, and to the point. Three to four key questions at most.
Questions not customer focused
Usually, survey questions are written by the Company and tend to try and retrieve details unrelated to the experience for use in some faraway focus group study. Customers want to deliver feedback as easily as possible, not fill your data banks with their personal info. Additionally, many customers may feel shy about offer gin truthful, accurate answers for fear the data will be used inappropriately.
The survey is disguised as marketing
Customers aren’t stupid. They see you want their contact number, email and inseam measurement – they aren’t fooled. Customers just want to tell you about your service, leave it at that.
It detracts from customer service
Traditional surveys can actually negate positive gains made in customer service. For example, my bank e-mails me a survey request after each customer service interaction I have. if I don’t fill it out, guess what I get day two? And day three? Yup, the SAME EXACT request. I may have a had a pleasant experience but the harassing manner in which they attempt to get my feedback has now detracted from those positive feelings.
They yield low participation rates
As a result of the aforementioned challenges in delivering surveys, response rates are usually very low – this is a huge issue. Companies deriving a 5% survey response rate jump for joy (you shouldn’t). Usually the only people who end up telling you what they think are either those with a grudge, or those with time on their hands (and who has that?). These results are very unlikely to produce valuable insight.
It produces no clear ‘actionable insights’
Because there are too many questions and not enough answers, often the data can be challenged, even if it did make sense. If it’s quality data, there’s usually too little to meaningfully analyze across divisions or departments.
It’s out of date before it’s published
These surveys are often a grand ‘event’, months in the making. Then the results are analyzed – because they’re too complicated- and by the time the average Joe or Jane sees them they’re a couple of months out of date and of no real use.
You’ve educated me about the problems, now give me a solution!
So how do you get a handle on these issues to gain better insight into your customer’s feelings about your products, services, or people. Technologies exist that mitigate, even eliminate, most or all of the aforementioned challenges.
pulseM is a new customer engagement platform that delivers a nifty three-question engagement directly to the customer’s mobile phone and essentially makes taking the survey fun. Because it’s delivered in such a fast, trendy and natural manner, it boasts huge participation rates, while also providing high quality feedback due it’s patented speech recognition technology that analyzes emotion. As a result, companies and organizations receive both quantity and quality of feedback which is distilled into meaningful intelligence in a simple back-end dashboard updated in real-time – and customers have fun giving their feedback!
About pulseM Online
pulseM is a revolutionary technology that offers effortless and natural customer engagement, allowing you to take the pulse of your customer. Increase positive social media reviews, keep negative reviews from hitting the internet, increase employee accountability, and gather deep, rich customer sentiment – all with one simple platform. For more information visit www.pulsemonline.com
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- Why Your Traditional Surveys Don’t Work – Part 2
- Why Your Traditional Surveys Don’t Work (And What To Do About It)
- Negative Online Reviews: What To Do About Them, And How To Prevent Them