How Social Cures Survey Fatigue
August 15, 2016
Companies need information about their customers—who they are, why they make their buying decisions, and what they like and don’t like. Most companies try to capture that information through customer surveys. The problem is, people are sick and tired of customer surveys.
In some industries, survey response rates have fallen from 20% to 2% over the past 20 years. What has caused this survey fatigue epidemic? Surveys that are:
- too long
- too frequent
- too general to be relevant
Social media, on the other hand, is only growing. It’s becoming more popular and more relevant. Social gives customers the freedom to talk to you about anything and everything—even the things you didn’t think to ask about.
In addition, they don’t have to wait until you offer them a survey. Social is immediate, and gives you the chance to make corrections (or apologies) instantly.
Social media cannot replace surveys entirely, of course. With a survey, you can ask targeted questions. You can ask the same questions to different people to compare responses. Or, you can ask the same questions to the same people to see how their answers change over time.
The best solution is to use social and surveys together for a broader view of the customer experience. Use your social media feedback and your surveys, along with any other sources you have, for an omni-channel view of what your customers are saying.
You can follow up on survey results by checking what people are saying on social. You can refer to your social media accounts when you are writing your survey questions. Recognize that social is very immediate, while surveys are usually given after people have time to digest their thoughts.
Surveys and social media each have an important role to play in the overall feedback universe. Together, they help cure survey fatigue. Pairing them helps you know everything about your customers and their desires.
Download the eBook The Cure for the Survey Fatigue Epidemic for more information.