Survey Response Rates at All-Time Low, But There is a Better Way

By: Susan Ganeshan

May 17, 2017

Tags:
Clarabridge Analytics
Customer Experience
Customer Feedback Management
Natural Language Processing
Natural Language Understanding

You’re in the field of customer feedback but let’s be honest for a minute. When is the last time you actually took a survey? If you’re like the rest of the world, you don’t take them very often.  In fact, Forbes studies show that survey response rates are down to an all-time low of less than 2%. So how can you help your customers help you by providing more feedback? Well the answer is here: Conversational Surveys.

Conversational surveys allow you to do a few critical things:

  • Collect NPS-type data
  • Move quickly into what is driving the NPS score
  • Let the customer steer their own feedback
  • Dive deeper into feedback areas that matter to customers

How do they work? Well that’s the cool part. Conversational surveys use a combination of Natural Language Process (NLP), machine learning, artificial intelligence, industry know-how, and your own company’s specific vocabulary to interact in real-time with the customer.

So, let’s set the stage.  A customer has a great time at your hotel, but they have a few bits of feedback. You send them a two-question survey. Yes, you read that right, two questions! The first is the NPS question: “Would you recommend this hotel to your friends?” and the second is “Tell us why”. That’s it.

As the customer tells you why, the BOTs behind the scene will read the customers reply and offer the ability to get to the next level of feedback. Let’s say the customer says, “The wheel chair ramps were narrow.” In a conversational survey, the system can follow up with “Would you like to provide more detail on our disability accessibility?”. From there the customer may write, “The ramps to the beach were not passible.” Now you know where to focus your energy.

Trying to get this type of information from traditional surveys is nearly impossible. If you want to learn more about NLP, AI and how to make your surveys short, to the point, and relevant to action in your business, then you need to talk to Clarabridge today. Request a demo of this new technology and we’ll get the conversation started.