Surveys are only as valuable as the information you are able to obtain from them, but how do you get that information?

Do you ask for help in making your customers’ experience a better one or do you demand to know how their visit was? Do you coerce them into responding that they are happy with your product or do you ask for suggestions? 

There’s significance in how you ask someone to do a favor for you. Tone is important via email – do you come across as cold and businesslike or do you come across as an organization that genuinely cares about each individual customer? 

This is personalization – making each customer feel unique and heard rather than a random name on a list of millions. Do you thank them for their time? Do you thank them for their feedback as if you’re speaking to a good friend rather than a dollar sign? Do you assure your customers that their feedback will be listened to and taken into consideration?

You can be professional and still be personal. Why would a customer take the time to fill out a survey if they know their feedback won’t be read or cared about? Customers need to feel as though the time they put in will pay off and that their voice will be heard and that changes will be made.

Otherwise, don’t waste their time.