Are you sending surveys with Survey Monkey? Getting a single-digit response rate?
Don’t worry, it’s not your fault. Actually, it’s not Survey Monkey’s fault either.
A sub-ten-percent response is pretty typical with conventional web-based surveys. I don’t mean to pick on Survey Monkey but, as the 800-pound gorilla, they’re a serial offender in creating surveys that people ignore.
Here’s the thing. Surveys suck. Come on, we all know it.
As entrepreneurs, we send surveys them because we know the importance of customer feedback and being customer inspired. But, as customers, we all cringe when our inbox gets assaulted with pleas for “just a few minutes to answer our short survey to help us improve our service”.
Yeah, right. I ain’t clicking that link buddy!
So why don’t people click your link?
- I don’t believe your survey will take “just a few minutes”. Even that’s too long. If it’s not instant, I ain’t clicking your link, buddy.
- Surveys commonly relate to an interaction that happened days or weeks ago. It’s no longer relevant to me.
- I hear your business wants feedback but “what’s in it for me?”.
- You’re asking the wrong questions.
Learning from Uber
Uber has absolutely nailed customer feedback. Their $60bn valuation rests on every driver delivering a consistent customer experience on every ride in every country, every day. One bad ride can land them on the front page of the New York Times so getting this right is quite a big deal.
The customer feedback process is critical to Uber achieving this yet, they’ve made it super simple for the customer.
They’ve made it easy for the customer and super actionable while sup
Consider the power of the simple one-tap rating plus comment format that is required before you can rebook with Uber.
So, what can we learn from Uber?
Here are some of the lessons that you can take away from Uber:-
Minimise effort to maximise response:- One tap plus an optional comment takes seconds and is not resented by the customer. (Here are more tips on maximizing response rates).
Get feedback while it’s fresh:- Your customers don’t expect you to get it right every time. But when things go pear-shaped, they do expect you to put things right. The trick is to get feedback as soon as possible after a recent interaction.
Follow up, immediately:- As an UBER customer, I know if I give a one-star rating, there’ll be a local UBER Community Manager calling me to sort it out.
Measure results over time:- Uber reports customer feedback in real time – from the driver, to the local area manager, right up to Travis Kalanick in San Francisco, there’s a constant finger on the pulse of customer feedback that drives Uber’s operational performance.
Follow the UBER approach to ensure you’ll get a high response rates (more tips on maximizing response rates) and ensure your business is truly customer inspired.