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Survey invitations – perhaps boring isn’t the right word

Customer Experience ManagementI recently wrote a blog asking if survey invitations have to be boring. It wasn’t until after I posted the blog that I was reminded of the ongoing debate regarding form versus function and realized that "boring" isn’t the right word.

Based on the survey invitations I receive and ones I’ve prepared, the focus of the e-mail tends to be on the function of the message, but lacks attention to the form.

How many times have you received an invitation that is a couple paragraphs long and includes a blurb on why customer feedback is important and several details related to the survey? We all have because this is the function of a survey invitation.

But, do all survey invitations need to be alike? I don’t think so and I think creating a better balance between the form and function can help.

For example, what if our invitations included customer comments, or stories from colleagues who use the feedback, or a cartoon that tells a story. Paying more attention to the form could reinforce the message and help set our survey invitations apart from others.

What do you think? Do you think we need a better balance between the form and function of our survey invitations?

Photo credit: Desktop Engineering

Note: This blog was originally posted in Customer Connection on 11/20/2009.

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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