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5 ways to increase your survey response rate Lessons from Seth Godin & Don Dillman
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5 ways to increase customer satisfaction survey response rate

Jan 17, 2015

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A brief presentation pulling lessons in from Seth Godin and Don Dillman on how to increase survey response rate
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Page 1: 5 ways to increase customer satisfaction survey response rate

5 ways to increase your survey response rate

Lessons from Seth Godin & Don Dillman

Page 3: 5 ways to increase customer satisfaction survey response rate

• 68% of your customers leave you because they think you are indifferent to them

• A 5% increase in customer retention can increase a company's profitability by 75%

Page 4: 5 ways to increase customer satisfaction survey response rate

Surveys are essential…

but are 20 (or 50) questions essential?

Page 5: 5 ways to increase customer satisfaction survey response rate

Seth Godin

• Every question you ask is expensive. (Expensive in terms of loyalty and goodwill)

• Every question you ask changes the way your users think

• Make it easy for the user to bail• Make the questions entertaining and not so

serious, at least some of them. Boring surveys deserve the boring results they generate

• Don't be afraid to shake up the format

Images and text from sethgodin.typepad.com

Page 6: 5 ways to increase customer satisfaction survey response rate

Don Dillman’s Mail & Internet Surveys Method

• In 2007 psychologist Don Dillman created a set of survey principles to increase response rate

Page 7: 5 ways to increase customer satisfaction survey response rate

Some core Dillman principles

– Ask yourself: does this question really require an answer?

– Pre-empt & personalise wherever possible– Emphasise ease of responding – List answers vertically instead of horizontally– Ensure the survey comes from a known person– Repeat contact where possible– Remember, people will only be willing to expend a

certain amount of energy responding to you

From Don A Dillman, 2007

Page 8: 5 ways to increase customer satisfaction survey response rate

5 ways to improve response rate

• 1. Tell people it’s coming• 2. Personalise it• 3. Ask as few questions as possible• 4. Explain what will happen to their response• 5. Make it enjoyable

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These companies have changed the way they do it…