Every brand wants customers to provide feedback. That feedback ensures that the brand has solid metrics around the customer experience being delivered by each of its locations—and can then help each location meet or exceed various goals.

A 2015 research study conducted by Market Force showed that 83% of all consumers had completed at least one survey in the past 12 months, with an average of three to four being completed in that same time period. That’s good news. The bad news is that they are bombarded with requests to give their feedback. Both the market research and customer experience industries suffer from response fatigue. So how can you ensure every location in your brand receives the feedback they need to delight customers? 

1. Let customers use the channel they prefer to respond to you—and don’t make assumptions. In a recent pilot for a major petro-convenience retailer, Market Force tracked what channel consumers used to respond to surveys. You may be surprised:

  • 24% used the URL invitation to begin the survey
  • 12% scanned the QR code (no kidding!)
  • 40% used the SMS text code
  • 15% used Interactive Voice Response (IVR)

2. Make the survey visible. We see this mistake so often. The only visibility to the survey is the receipt tape—and that’s not often easily seen! Augment your receipt tapes with great materials that include the SMS text code, the QR code, the phone number, and the URL. Use window clings, table tents, print on bags and cups, have a “business card” at the register . . . all of these things will help you increase the chances that customers see the invitation and respond.

3. Offer a smart and flexible incentive. In our 2015 research consumers indicated that they are most likely to respond when they get a gift card or a have a bounce back—of course. That’s expensive, but if you can manage budget for that, it’s important to offer. Sweepstakes do work, but if you use them, make sure you have many chances of winning smaller prizes rather than one big prize with a low probability of winning. Finally, do consider giving the winner the option to contribute monies toward a charity supported by the brand. There are some do-gooders out there who prefer this and it’s great for building up the brand reputation and support philanthropic initiatives.

Getting a consistent flow of 20 to 30 surveys per month per location takes resources and planning. Make it your mission so every location has what they need to delight their customers and be an A player in your organization. For more information about Market Force’s approach to customer experience surveys:

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