Every business wants to provide a good experience. It doesn’t matter what industry you’re in, service you provide, or event you’re hosting.
You want people to enjoy it.
When they do…they come back. And they tell other people about it. Winner, winner chicken dinner.
But there’s a problem.
Every organizer or business wants to know how they did. And the way they’re accomplishing this is through an exit, experience or satisfaction survey.
This is getting very old and people aren’t responding. Here’s how to do it right and get the information you need:
Satisfaction Survey Fatigue Is Real. Seriously.
Most consumers are beginning (if not already there) to develop survey fatigue. Your members are too.
Last week I received surveys for the following “experiences:”
- buying a car
- calling my credit card company with a question
- changing an address on a credit card
- ordering something from Amazon
- visiting a restaurant
- Google asking me to answer a question for someone else based on my geographic location (okay, so this isn’t a survey but it is asking me for my opinion on the place)
And those are just the ones that stick in my mind.
If someone leaves your chamber membership roster, the last thing they want to do is fill out a survey to tell you why. Their inbox is already slammed with requests from surveys.
How to Battle Satisfaction Survey Fatigue (and still get the data you want)
Everyone understands that you want to know how you did, how your event was, or why they’re leaving. But it’s overwhelming. Here’s how to make it less so:
- Use one question. If you want to know why someone left, use a one question survey with multiple-choice options including “other”. It’s quick. People might just fill it out.
- Use emojis to convey the sentiment behind the experience. It’s no deep data dive but using emojis like dollar signs (to show membership is too expensive or doesn’t provide enough value), frowny faces (for a bad experience), and some other signs to convey why they’re leaving is just novel enough to get people to do it.
- Forgo the inbox. As I mentioned, I received (over) six satisfaction survey requests last week alone. They just cluttered up my inbox and annoyed me. Instead, find another way to poll your audience. Use social media or text people. Use an interactive screen in your chamber lobby for capturing walk-in traffic’s experience or call them and ask why they’re leaving. Just stay away from the traffic jam inbox that is most busy professional’s way of life these days. Get creative (here are a few more creative satisfaction survey ideas).
- Make a connection. If your friend asks you to do something, you do it. Right? Even if it’s annoying. The same is true of satisfaction surveys. If you’ve made a good connection with the person, they’ll be more likely to fill it out for you.
Businesses paint satisfaction surveys as something they’re doing for customers: “We want to improve your experience.” But more often than not, it can come across as a vanity-induced trolling for compliments. Criticisms go unheeded.
If you’re going to ask your members about their experience, you need to ensure you’re ready to act on suggestions or respond to points they bring up.
If not, move on. Stop wasting everyone’s time with poll taking.
Are you asking the right questions? Looking at the right metrics? Here are five analytics you should be tracking: