Published: 26 April 2024
Improving VoC survey response rates and gathering more high-quality customer feedback is important for CMOs seeking to enhance the customer experience. The survey invitation, design and sample size are all tools CMOs can use to raise response rates. This research shares tactics for improving each.
Marketers often blame declining survey response rates on “survey fatigue,” thinking it is incurable, but 81% of consumers say they provide feedback at least some of the time when asked.
The survey invitation is instrumental in motivating customers to participate in a survey, but invitations are often too long, vague or impersonal.
Response rates drop when the survey itself takes too much time or effort, includes irrelevant topics, comes across as intrusive, or strays from the topics that are relevant for customers.
Make your survey invitations timely and concise, and show how you use customer feedback to deliver changes to
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Analysts:
Augie Ray, Deborah Alvord, Christopher Sladdin
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