How to Make Sure Your Customers Fill Out Your Feedback Surveys

Customer surveys are a powerful tool for gathering feedback on customer satisfaction, helping you assess your company's strengths and weaknesses. This information allows you to stay competitive by understanding what customers like and dislike about your business. However, motivating customers to complete surveys can be challenging. Here’s how to increase the likelihood that customers will fill out your survey and provide valuable insights.

Keep It Brief and Precise

Your customers are doing you a favor by taking time to complete your survey, so show respect for their time by keeping it short. While there’s no set number of questions, experts recommend surveys that take no longer than ten minutes to complete. Long surveys risk losing customer interest. By limiting the number of questions, you can focus on the most important information you want to gather.

Timing Is Crucial

Sending your survey at the right time can boost response rates. Research suggests that weekdays during low-peak times—such as early morning, lunchtime, late afternoon, or post-work evening—are ideal for sending surveys. Additionally, consider where the customer is in their journey with your business. Request feedback at key moments of interaction, while their experience is still fresh in their mind.

Make It Easy to Finish

Online surveys are the most popular format, but you can also reach customers by phone or through your website. There are many tools available, such as Survey Monkey and Google Forms, to easily create and distribute surveys. Many point-of-sale (POS) systems even have built-in features for capturing instant feedback. Once the survey is ready, share it with customers via email and social media, making the process as convenient as possible.

Should You Offer a Reward?

Consider carefully before offering rewards for survey participation. While incentives might attract more responses, they could also encourage people to rush through the survey just for the prize. If you decide to offer a reward, choose one that appeals to your target market and relates to the survey. For instance, if you're seeking feedback on a new breakfast combo, offer a free beverage to customers who complete the survey. Non-monetary rewards, such as loyalty points or early access to sales, can also motivate customers to provide thoughtful feedback.

The Bottom Line

Surveys are essential for understanding customer sentiment. By carefully considering the design, timing, and structure of your surveys, you can improve response rates and gain valuable insights. With the right approach, you'll be able to collect feedback that helps you enhance your customer experience and grow your business.

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