Mo Thoughts…Rethinking the Customer Survey
May 13, 2016
How often do you receive requests to respond to company surveys? I recently received one where I was invited to share my opinion as a valued customer and fill out a survey that would take only 30 minutes to complete. In exchange, I would possibly receive a five dollar gift card.
Worth it? What if they offered 10 dollars? 20? What if they promised to listen to my feedback and immediately make changes?
According to the Microsoft study The Consumer Data Value Exchange, mainstream customers are becoming increasingly aware of how valuable their information is, and have come to expect a tangible benefit in exchange for their data. The report explores what qualifies as a tangible benefit, and how customers are evolving the definition beyond a monetary amount/discount and considering things like a better experience, service improvements or product updates a fair exchange.
Armed with this knowledge, and operating in a world of digital, social and Bitcoins, there is no excuse not to rethink how you are capturing your customers data, and rewarding those that are willingly sharing it. A customer survey is fine, but can easily be overshadowed as other companies explore more engaging methods. The good news? There are several approaches and tools that you can start experimenting with today.
Make it engaging
If you are committed to a survey, Typeform is a quick and easy way to make sure you are asking questions on a platform that is visually engaging and entertaining. Typeform makes surveys interactive and allows you to create human-first surveys that get the results you need and are fun to take.
If you are open to taking a slightly different approach, an interactive quiz is a great way to immediately deliver value to customers by providing them with shareable social results while gathering valuable insights from their answers. QZZR has partnered with some of the biggest e-commerce brands to create embeddable quizzes that ask questions and deliver customers results that help inform purchases.
Think beyond monetary incentives
Monetary incentives are becoming complicated, as customers are becoming more aware of the value of their data and continue to expect more and more. One way to avoid a monetary reward is to build an advocate program and offer benefits like early access or exclusive products, or content in exchange for regular feedback.
The clothing brand Everlane has taken a creative approach by creating a private Instagram account where they solicit opinions from their biggest fans in exchange for exclusive access to products. They get timely feedback from those most likely to purchase and customers feel like they are part of the product development process.
Bonus: Who wouldn’t feel more compelled to buy something they played a personal role in helping to create?
Meet them where they already are
There may be times when direct feedback is needed, but you don’t want to make a formal request through email. Twitter Polls are a great way to get immediate feedback from your customers, with minimal time investment on their part. Whisper is another platform successfully exploring polling, allowing brands to gather feedback within the app and seeing engagement rates of 67%.
All of these approaches are a step in the right direction towards creating a fair exchange where your brand is gathering valuable data and committing to use it to improve your customers experiences. Most would agree that being transparent about how the collected data is being used, and exploring new and innovative approaches, is a lot more interesting (for all involved) than a 30 minute “click the box” survey.
Are you a fan of the traditional customer survey? Let me know on Twitter @mothoughts.