I have recently started taking surveys that are sent to me from companies. You know the ones that come to your email inbox and you typically don't even glance at them before you are already sending them to the depths of your trash. Well I have decided to start paying attention to them a little bit more because we use surveys from time to time and it can be frustrating when you don't get as many responses as you would like. I also am interested in how people are constructing their surveys and what the experience is like.
I took two surveys in the past week and had two completely different experiences. Lets start with the good one. I got an email from someone we do business with and they said that they had a limited supply of $5 Starbucks Gift Cards for completing the survey. I like Starbucks quite a bit, so I filled out the survey. But nothing happened. I figured I was outside of the window of receiving delicious coffee. But then after a couple of days I received an email with the gift card. Hooray!
On to number two, the bad experience. My cable provider decides to send a pop up screen to my computer today saying that my IP address has been randomly selected for a survey. Strike number one. Survey pop ups are annoying. Don't use them. So I proceed to the take the survey because it says that it has a gift with a value of $70. I was intrigued. I got through the survey, which was quite short and they will likely not learn anything from. At the end I come to the gift page which has six or seven things on it (see picture above). Who the heck wants a hair regrowth system as a reward for taking a survey! And I have to pay for shipping! Not really a reward in my mind. I would have been happier with a dinner mint. My ratings were pretty good, but after taking the survey I now had a very negative view on the company.
If you are going to use surveys, make sure that you understand what experience you are delivering to your customer. We need to pay attention to every touch point and make sure that it reflects what your brand is all about. If not, you may actually begin to create a negative feeling about your brand.
I took two surveys in the past week and had two completely different experiences. Lets start with the good one. I got an email from someone we do business with and they said that they had a limited supply of $5 Starbucks Gift Cards for completing the survey. I like Starbucks quite a bit, so I filled out the survey. But nothing happened. I figured I was outside of the window of receiving delicious coffee. But then after a couple of days I received an email with the gift card. Hooray!
On to number two, the bad experience. My cable provider decides to send a pop up screen to my computer today saying that my IP address has been randomly selected for a survey. Strike number one. Survey pop ups are annoying. Don't use them. So I proceed to the take the survey because it says that it has a gift with a value of $70. I was intrigued. I got through the survey, which was quite short and they will likely not learn anything from. At the end I come to the gift page which has six or seven things on it (see picture above). Who the heck wants a hair regrowth system as a reward for taking a survey! And I have to pay for shipping! Not really a reward in my mind. I would have been happier with a dinner mint. My ratings were pretty good, but after taking the survey I now had a very negative view on the company.
If you are going to use surveys, make sure that you understand what experience you are delivering to your customer. We need to pay attention to every touch point and make sure that it reflects what your brand is all about. If not, you may actually begin to create a negative feeling about your brand.