Over-surveying dilutes the value of your surveys. Each “touch” – every time
a customer is contacted with a request to submit their feedback – should be
carefully thought through in light of current and future business needs. The
objective of each survey should be clearly articulated and used to set
proper customer expectations. Setting proper expectations on what you will
do with survey findings and then following through communicates a positive
message about your organization.
There are several things you can do to ensure your organization does not
over-survey its customers.
Think Organization-wide
It is important to start by identifying all the customer surveys
conducted by your organization. You may save time and money by replacing
fragmented and disparate survey initiatives with coordinated studies that
ensure all stakeholders get the information they need in a timely fashion.
Such an exercise should eliminate duplication of effort and streamline your
surveys.
Equally importantly, your customers will appreciate getting fewer surveys at
times that are more convenient to them, and when they have time to share
essential feedback with you.
To facilitate such organization-wide thinking, Zarca Interactive provides a
Survey Calendar feature, which helps organizations plan and track their
survey initiatives.
Diversify Survey Invitees and Respondents
This is to help you uniformly distribute the number of surveys you send
out. Make sure no single customer gets more than a few surveys in a defined
period of time.
Also, reward survey respondents by not sending them another survey within a
defined period. Zarca Interactive helps you do such “touch rules management”
automatically. The computer keeps track of all invitations and responses and
you simply instruct it to determine the invitee list based on who has
received how many invitations as well as who has responded to recent
surveys.
