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Survey invitations – do they have to be so boring?

I say, absolutely not. In fact, I’m anxious to see some new ways of communicating survey invitations. Here is one example that we recently implemented at Walker.

Each year, Walker practices what we preach by conducting an annual customer relationship assessment on ourselves. This year, we are experimenting with a new survey design (more on this later) and we needed a new approach for inviting our customers to participate.

We started by sending this post card with the goal of communicating two things: 1) the program is something new and 2) the program is about how our customers see us and the solutions we deliver.

Approximately one week after the postcards landed in mail boxes, we used this video to invite customers to participate in the survey.

While we would like to believe that putting together a nice video will lead to greater response rates, the truth of the matter is, it probably won’t. But, that doesn’t mean coming up with creative ways to engage customers in the survey process isn’t worth pursuing.

What new approaches have you used to communicate your survey invitations?

Note: This post was originally published in Customer Connection on 11/18/2009.

About the Author

Leslie Pagel

Leslie Pagel

As vice president of customer experience, Leslie is responsible for incorporating the voice of Walker’s customers into the solutions development process. To do this, Leslie spends the majority of her time interacting with Walker account teams, clients, and prospective clients to understand their business challenges. She coordinates several listening posts that are used to drive strong client relationships and enhance our consulting and technology capabilities.

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