It’s commonly accepted by CX practitioners that the sheer volume of surveys being sent these days is leading to survey fatigue and declining response rates. This does not bode well for organizations that rely primarily on surveys to get the information and insights needed about customers. Thus we either need to 1) do something differently or 2) do something different.
“Doing something differently” implies that we can’t rely solely on the old methods for getting customers to participate. It requires more than simply sending an invitation. In my experience, the organizations that are attaining higher participation rates are doing more, including:
- Executive Buy-in: Starting with direction and passion at the highest levels of the organization to hear from as many customers as possible.
- Data Management: Ensuring the quality of your contact list (e.g. confirming who you are targeting and verifying their contact data).
- Pre-Notification: Communicating with customers ahead of time to let them know the survey is coming and their feedback is important.
- Education: Helping account owners understand why the VoC program is in place, the benefit to your company, and the benefit to your customers by sharing their feedback.
- Providing Visibility: Sharing information about which customers have or have not provided feedback with leadership and account owners throughout the data gathering period.
- Encouraging Participation: Equipping Account Owners with scripts to encourage participation among their assigned accounts.
However, whether that type of focused attention will work for the long term in this era of survey fatigue is up for debate…
That gets me to the second point to “do something different.” Walker has developed an approach — Optimized CX — that leverages what is working today, while overcoming the inadequacies that exist. It is more forward-focused and designed to optimize key customer experiences. You can learn more about this approach and how it transforming CX here, or you can learn more about it at the 2016 B-to-B Customer Experience Summit .
Vice President, Consulting Services