Tips for a higher response rate on your customer satisfaction survey

Lynn Groeneveld

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When measuring your customers’ satisfaction, you want to receive as many answers as possible. Your goal is a maximum percentage of people who eventually send you their feedback. This will provide you with a number of new insights that help you improve, and make sure you increase customer loyalty and thus your turn-over.

But there are 3 major ‘risky moments’ in your customer satisfaction research that you would want to prevent and at least decrease the chances of quitting as much as possible. Which 3 quitting moments are there when sending out your customer satisfaction survey?

  1. The recipients e-mailbox

  2. The e-mail itself

  3. The questionnaire

Below you will find a checklist with questions per quitting moment that hopefully can be answered with a YES. When you’re able to answer all questions with YES, you can be sure you did everything you could do to receive a high response on your customer satisfaction survey.

1. The e-mailbox

Do you have a clear subject as e-mail title, one that will stand out in all the e-mail overload in the mailbox of your customer? A few subject example texts you could try:

  • How can we make you happier?

  • What do you think of us?

  • We need your help!

  • How are we doing?

  • It’s time for your opinion

  • Tell us how we can improve

  • Our cooperation

Personalising your subject also helps to gain a higher number of e-mail openings. Options are for example: Hi Sanne, a short question for you

Did you sent out your e-mail at the right time? Tuesday and Wednesday between 1pm and 3pm is a good moment to send out your invites.

Do you send the e-mails directly from your/ a personal e-mail address? It works much better when the customer receives an e-mail from a person they already know. E-mails sent from an info@.., or worse: noreply@…., receive a much lower response.

A simple way to increase your response rate, is to send a reminder after a few days. Of course only  to the customers that haven’t responded yet.

2. The e-mail itself

Congratulations! Your e-mail survived the overload of the recipient’s mailbox and the e-mail has been opened. Important now is that your e-mail’s content is making the recipient participate in the customer satisfaction survey. Below a few more questions you can hopefully answer with yes.

  • Is your communication in the e-mail persona and relevant? You know who your customers are and what they for example buy from you. Use this information in your e-mail. Customers hate to be called Dear sir/madam.

  • Is your e-mail to the point and not too long? Make sure the e-mail is short and clear and will only ask your customer for one thing: to fill in the customer satisfaction survey. Don’t distract your customer with different call to actions.

  • Is the value of your e-mail clear? For example, clear that you are actually going to work with the feedback they give? When there is no feeling of value, the customers won’t click through to the survey. So make sure there is a clear feedback loop. (See example below)

  • Are you already starting with the first question in the e-mail? By asking the first (most important question) in the e-mail, filling in the survey will be even easier and faster, which will lead to a higher response rate. See example below.

3. The questionnaire Your client has seen your e-mail and click through to the questionnaire. Right now, you already survived two quitting moments. Well done! This unfortunately doesn’t mean anything when your customer still quits in the last phase and doesn’t actually fill in the questionnaire.

Below again a few questions that hopefully can be answered with a yes.

  • Is your survey brief and easy to fill in? When the survey is several pages long and it’s not clear when it’s finished, the customer will definitely quit. Make sure all the questions fit on one page and the Send feedback button is always in sight.

  • Is your survey responsive? In other words: is it also easily filled in on a mobile device? More that 60% of the e-mails are nowadays opened on a mobile device. This means that there is a reasonable chance that your customer will open the questionnaire on his/her phone or tablet. When this doesn’t work properly…. They will quit.

  • Are your questions personal and relevant for the recipient?

  • Do you have a clear follow up plan for the feedback? Show that you are actually going to use the feedback. This will make your customer more willing to fill in the survey.

Hopefully this article will help you to increase your response rate. Feedback is always a gift and you want to receive as many as possible!

Do you also want a high response rate on your customer satisfaction research? Then start your Free Trial on Starred here and start sending your first customer satisfaction survey today.

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