These are some of the things that might motivate a customer to provide their feedback. But what might demotivate a customer is the feeling that their voice will not make a difference. This might manifest itself in the belief that the company does not really care about their opinion, or that whatever they say in the survey will not actually lead to any real, tangible change.
Let’s focus on the “achievement” motive. While you don’t want to guarantee the customer that the changes that they suggest will necessarily become reality from one day to the next, it is important to show them what the survey will do. When you attach the survey to concrete, actionable steps the company or you as an agent will be able to take, customers will be more motivated to complete the survey.
Some things that you can consider conveying to your customer are the following: Why are your customers taking this survey? What will it change? Who will it help?
Here are some examples of ways that you can express this:
We do value all of the feedback from our customers and are constantly working to improve the service as a result of the suggestions that we receive.
The feedback that you provide in the survey helps me know what I am doing right and where I need to improve.
We use your feedback to identify any areas where we could do better, and to work on constantly improving our products and services.
When my Uber driver, Rodrigo, asked me to rate his service, he told me that the positive ratings help get him a higher call preference, and mean that he is more likely to be selected first to pick up a customer. Customers are also less likely to cancel his service if they see that he has positive ratings. This helped me realize why exactly my feedback was needed, and made me feel like my individual feedback might actually make a difference, however minimal, to his overall professional experience.
- Invite Customers Via Email
Usually, your company will send out customer satisfaction surveys automatically to many customers via email, and it will not be your responsibility send out individual surveys. Other times, however, that may not be the case, and you might need to follow up with your customers directly.
When inviting customers to partake in a customer satisfaction survey via email, keep your invite short and to the point. Make sure the invite corresponds with your brand identity, and that your survey looks legitimate. There may not be much you can do on this front as far as the survey’s design goes; however, you can take steps to help secure this by making sure that the survey is sent from a corporate email address, and that it uses a legitimate, professional heading.
Avoid over-use of capitalization in your heading or your email body, and spammy sentences like ACT NOW! or WE NEED YOU! That will create distrust or wariness of the survey, and will make customers less likely to participate.