Shep Hyken and Martha Brooke had a great conversation (6-23-2020) about the future of customer feedback. Check it out here! They covered survey fatigue–it’s through the roof! And yet, they found 4 situations in which (when done well) customer feedback surveys are warranted, and profitable:
- B2B Tracking Studies help you forge stronger, more productive relationships with your customers.
- When combined with an alert system, surveys after tech support and other types of customer service, show where things are awry so you can get them fixed.
- Some surveys are productive simply because they allow customers to express themselves. With these kinds of surveys, the verbatims and your accompanying verbatim analysis are key.
- Surveys that show customer appreciation improve your response rate WHILE showing survey respondents they’re valued.
Appreciation can come in the form of a gift card, a charitable donation on behalf of the customer, or priority service for a future interaction. These tokens of appreciation are not large enough to skew results, yet carry enough impact to be mutually beneficial.