Opinion Burnout

the OPINION BURN OUT It's estimated American adults are invited to take surveys 7 billion times each year. ARE YOUR CUSTOMERS SICK OF YOUR SURVEYS? While brands are busy emphasizing the importance of customer feedback, excessive customer satisfaction surveys may actually backfire on companies, says a survey by Vovici. Are you guilty of exhausting your consumers with endless questions? 2011 2012 24% of respondents indicated they were asked to take part in more surveys this year than in previous years. WASTING TIME Most respondents complain about the inconvenience the surveys caused. 21% 16% 16% 12% SURVEY ??? 2012 Say they are too busy to take time-consuming Say they are inconvenienced by Say that surveys ask too many personal questions. Say that surveys are too long. surveys. surveys. MAKING SURVEYS ENGAGING Ultimately, consumers do value companies that care about their customer service, and conducting surveys remain a vital component of how brands can assess their progress. KEEP IT SHORT 18% SURVEY 2012 said they would be more willing to take a survey if it was short. 1. 0OI00 2.0000, Do This: Only retain questions that directly address your goal, and don't ask multiple questions that seem too similar to participants. 3.0D GIVE REWARDS 13% believe they should be offered incentives for participating in surveys. Do This: Consider providing a promotional discount or coupon to reimburse participants. RAISE INTEREST 10% said surveys should be interesting. Do This: Keep language engaging, and try to involve the customer's interests. Companies must remember that customers feel near-exhaustion with a seemingly endless stream of surveys. While surveys are an imperative part of gauging customer service needs, companies must keep their questionnaires short, engaging, and full of possible incentives. Doing so will counteract customers feedback fatigue. SURVEY 2012 1. 0OIDD 2.000O 3.0O0D zendesk SOURCE: VOVICI.COM