The changing face of feedback. 3 tips to engage mobile, multi-tasking customers.
How has your feedback program changed in the past few years? Years back — maybe an annual CSAT survey sent on a pre-set date would suffice. Maybe an NPS was tied to particular transactional surveys. In the past, the response rates to these methods were often decent at worse and in many cases, quite good.
Now, however, we’re seeing companies getting more sophisticated and more creative in how they collect and respond to feedback. This is born of necessity usually, not choice. It’s tougher to earn high response rates if you’ve worn out your database over the past couple years and customers have gone numb to your requests for input. A recent stat from MyCustomer reported that as few as 2% of customers are willing to take the time to fill out a company’s questionnaire. The diminished number of customers who do participate in your surveys may only do so in the case of an exceptionally good or more likely, very bad experience. This is still worthwhile insight, yes, but it totally skews your overall understanding of CX, loyalty, and satisfaction.
In addition to your own direct relationships with customers perhaps needing a refresh, consumers in general are survey-saturated and inundated with too much email. They’re often working in a multi-screen environment, which means multi-tasking across devices and an even shorter attention span than if they were focused on a single computer. There’s a call for different approaches that work with where people are and how they’re willing to communicate back with you. This may sound bleak, but it’s really not. At the core of all of this, humans DO want to give feedback. They want to share and help you become better, but you need to request that input in ways that they’re not frankly, sick of or checked out on.
What do you do? Here are three things you can implement asap:
- GO MOBILE: Some readers may think this is a no-brainer (and good for you if you do), but there are still tons of companies not optimizing surveys for mobile. If you’re one of them, this is the number one thing you should do immediately to improve response rates and engagement. It’s estimated that 2016 will show more than 55% of emails opened on smartphones and tablets. You don’t even need a blog, report, or analyst to validate this point. Just look around. I personally think 55% sounds low. My bet is on that figure increasing significantly within two years. Who wants to lug their laptop around just to clear email when you can much more easily do it from your phone?
- BE QUICK: Given the survey-saturation of today’s consumers, you literally do not have time to mess around. No fluff questions. No asking for info that you can pull and pre-load from your CRM. And definitely no questions that won’t drive decision making. Successful surveys today must be highly strategic and extremely to the point. This may seem counter-intuitive but it’s actually much harder to develop a very short form that captures meaningful insight than it is to develop a highly complex, longer survey. Staying short requires more thought and forces you to decide what really matters (from a results standpoint).
- SPEAK VISUALLY: A picture has always been worth a thousand words. Add to that the fact that we live in a very short attention span society. To drive engagement, you need to literally catch their eye — and you need to do it in seconds. The trend toward using graphics rather than text makes perfect sense. We’ve seen that graphic-based survey questions (think of the classic smiley to frowny face scale) can increase response rates into the double digits. MyCustomer reports that “More than 84% of communication will be visual by 2018 and today’s fastest growing social media sites are visually based.” Emojis may seem juvenile when texting a friend or colleague, but in collecting feedback, they seem to work as a quick and effective way to capture responses.