July 2024's Question:
Question: Dear Verde Group, we have received feedback from our customers that we are surveying them too often. What advice would you give to help reduce the potential negative impact of survey fatigue?
Answer: Great question! It is a fact that customers of all types are becoming weary of survey requests. Let’s face it, we can’t buy a cup of coffee or complete a retail transaction without getting a survey sent to us moments after our transaction. The hypothesis is that we are becoming more and more sensitive to survey requests and declining response rates reflect this sentiment. However, research conducted by Oxford suggests there may be more going on. Jonathan Eggleston, Senior Economist at the Center for Economic Studies writes about his findings… "new evidence suggests that prior survey requests affect subsequent participation, which could lead to the decline in response rates as hypothesized by Leeper (2019)."
Eggleston also introduces new concepts that aim to clarify the frequent survey effect. Previous studies have often assumed that survey fatigue has been the dominant reason for observed outcomes, although this may not always hold true. Confusion stemming from the frequency and redundancy of surveys may also play a significant role.
This fact suggests that brands must be clear about their “why”. Why are you asking customers about their experience with your brand? How will a customer’s participation in a survey benefit them? What promises can you make to your customers about how the insights will be used to make their experience with you better?
Asking for input is easy. Doing something with customer insights… now that’s where the work really begins.
We can help you get there. Contact us to get started.
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