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How to get the feedback your business craves to fully-flourish

Gary Bartley Gary Bartley August 19th 2019 3 Minute Read
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Gary Bartley

August 19th 2019

3 Minute Read

Quick and easy surveys are an integral part of an effective feedback strategy. Why? Because your customers don’t have the time or inclination to spend more than a few moments answering questions that aren’t about them.

That’s a problem.

If the majority of your customers aren’t prepared to share their insight, you aren’t going to learn much at all about your business. Instead, you will just hear from one or two outliers, who were either elated or displeased with your business. 

Focusing on this unreliable feedback is why most feedback strategies fail their businesses. The key to creating a successful feedback strategy is to hear from the silent majority of your customers and employees; by getting higher response rates.

 

What is the Customer Happiness Score and why should you be measuring it?

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Quick and easy surveys secure higher response rates

What puts people off filling in surveys? They’re often too long, boring or the customer simply can’t be bothered.

By adapting your feedback strategy and removing the features that deter people from answering survey questions you can secure much higher response rates. More responses provide you with a more accurate picture of how the majority of your customer base feels. This information is key to making improvements that will drive business growth.

 

Short surveys fit the modern-day attention span

With the vast amount of technology and on-demand services available at our fingertips, we live in an age of instant gratification. The modern-day consumer isn’t willing to wait around, especially if that involves a long arbitrary list of questions.

When faced with long-form surveys, respondents admit they don’t give the questions their full attention. Some even give answers that don’t reflect their behaviour. This is often seen when people are asked about their likelihood to recommend a business to a friend. That means that systems like NPS offer little reliability, and therefore little value. Customers will often say they’d be willing to do something despite having no real intention of doing so.

A single question survey asks less of your customers. Ironically, the higher response rates secured as a result will provide more insight than longer surveys and help you make fully informed business decisions.

 

Simple surveys allow you to prioritise

Having a 20 question break down of every aspect of your product and service might, in theory, give you more data but, in reality, this just acts as a distraction.  What it doesn’t do is help you spot the quick wins that could easily improve your business long term.

Generally, people will have one big problem or compliment. A simple “tell us more” question will prompt them to divulge their biggest bugbears or favourite highlights. If there’s a pattern in this data, you can clearly see what things you must act on to take your business to the next level.

 

5 things wrong with Net Promoter Score (NPS)

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Easy surveys produce data that is simple to action

The reason you collect feedback is to take action from it. Otherwise, what is the point? Expansive survey results usually end up in spreadsheets to be forgotten about or tucked away on dusty shelves to be ignored.

Short punchy surveys have higher engagement rates than their long-form counterparts Any action taken will earn better results as changes will be appreciated by the masses, rather than the vocal minority.

 

Quick and easy surveys provide a holistic view of your business

As long as you’re asking the right question, asking one question won’t limit your feedback growth potential. Customer feelings are the sum of their whole experience with your business, from the moment they walk in the door or click on your website, right through to the after sale support.

Asking how they feel about their experience gives you a good understanding of whether they’ll come back, tell a friend or if you’ve lost them altogether. You don’t need to ask about every little thing because it will be summed up in how they feel about your business as a whole.

 

Use your feedback strategy to grow your business

Quick and easy surveys generate results in a way long-form surveys don’t. Simple, effective and accessible data tells you all you need to know about your business. And yet, surveys are only one detail of a successful feedback strategy.

A joined-up approach to customer happiness will help you measure and manage customer emotions to fuel business growth. There are a lot of moving parts, but a successful feedback strategy centres around asking customers and employees how they feel, and doing something with it.

 

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Gary Bartley Gary Bartley

Gary is on a mission to help businesses understand the role that customer and employee happiness plays in their success.

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