Basic fact: taking a survey is a part of the customer experience.
It's a prime opportunity to show customers that you care about them and that you're a smart and thoughtful company.
But if you don't do it well, you can also show customers that you are disorganized and have poor communication skills.
So why do so many companies let junior researchers & programmers write surveys with NO oversight from communications professionals?!?
I just agreed to take a 15-minute survey. After a few questions, I was screened out, and here's how they broke the news to me.
First, I was never "interested" in the survey. I agreed to help you out after you asked me to.
And you're going to talk to me about "quotas" and "categories" instead of thanking me for my patronage or saying something to build the relationship?
- Customers deserve better.
- Companies deserve better from their researchers.