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What a BBC Radio sports programme taught me about customer surveys

Recently on my own blog I wrote a piece called: Is 2% OK with you? Five ways to dramatically improve your customer Feedback Survey response rates. In the article, I advocated for companies to do five things when asking their customers for feedback. Here is a summary of the five things: 1. Make it relevant – too many surveys ask too many questions that are irrelevant to the customer and their experience. Eliminate these questions and focus on the customer’s experience. 2. Keep it short – many companies talk about reducing the amount of effort that their customer has to expend doing business with them, yet they still subject them to long and detailed feedback questionnaires. Keep your surveys short. And, once you have come up with a short survey then try and make it shorter as research shows that 80% of customers abandon surveys that they see as being too long. 3. Make it timely – many companies send out feedback surveys in batches. Often this puts too much distance between the experience and the survey. To get better results, move away from batch delivery, make your surveys more timely and tie them to important moments or touchpoints along …

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What a BBC Radio sports programme taught me about customer surveys

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