Previous Dilemma: I can’t get no satisfaction

We have a client satisfaction survey to help us ensure we keep our clients happy. It’s been a struggle to get responses, even though the survey asks just a few open- and closed-ended questions. How do we increase response rates? Should we make all of our questions close-ended? Or are there certain questions that yield better responses?

— Drew, VP Marketing

Summary of Advice Received

Entice Your Way to More Survey Replies

Let ‘em know it’s quick and their input matters

by Meryl K. Evans, Editor, Professional Services Journal

Since publishing our first email newsletter, we’ve always included a link to our survey to get feedback from readers. We create the newsletter for readers, not for ourselves. Well, yes, we benefit, but the content educates readers about the things that matter to them. We limit self-promotion to less than 20 percent.

To boost survey responses, we state three things:

• Let readers know it’s quick.
• Offer a bribe.
• Explain how the company will use the results. (We use it to improve the newsletter for readers.)

What do you know? Reader responses suggest all three tactics. Share your experiences and tips for boosting surveys responses, or ask your own question.

Let readers know it’s quick

Surveys come in all shapes, sizes and lengths. We’ve seen surveys that take 30 minutes to complete, and surveys that take less than a minute. When creating business-related surveys, time is a big factor as we’re all busy doing our jobs.

A well-created survey makes it possible to finish the survey within a few minutes and opens the door for those willing to spend more time on it.

James Willett, vice president of professional services and sales engineering at Neustar, Inc., says his company asks five questions that request yes/no and rating (1 to 10) responses while letting respondents know the survey will take less than five minutes.

Offer a bribe

The reward approach can be controversial because some believe — especially when it comes to college dissertations — it affects the outcome of the survey. But it also motivates people to take the survey. Anytime people complete our survey, help another reader or ask a question, we enter their names in a drawing for a prize. We’d love to offer the prize to every single respondent, but that wouldn’t be cost effective.

The reward value depends on many factors: the number of responses we expect, the value of the information and company resources. A reader recommends telling respondents what’s in it for them and to make it personal. She suggests offering a $25 or $50 gift card.

Willett has tried the bribe approach of a monthly drawing for a gift card, which helped increase the response rate.

Explain how the company will use the results

Telling respondents how the company plans to use the information can make a difference. One example is using the results to improve services and to address issues. “Assure responders that staff will pass on to management, in a report, any personal comment beyond just ‘a score,’ and will respond promptly to any complaint. This adds weight to the importance of the survey and shows that the company values all responses,” says Lee Kenna, SIMCO Electronics engineer.

What other ways can you compel people to complete surveys? What convinces you to take a survey? If you face other work challenges, ask a question.

About the editor

Meryl K. Evans is senior editor at InternetVIZ and the content maven behind the Connected Digest, IT Solutions Journal and Professional Services Journal. Follow her on Twitter @merylkevans.