Why Are Response Rates Often Low?
- My Level of Disappointment
If the experience I've had is so bad I'll complain. The effort of giving feedback is worth it. After all if I feel you have short changed me, if it's not good value for money, if I haven't received what the brand, product or service has promised then it's worth complaining if for nothing more than letting you know how I feel. However if it's only marginally disappointing then the urgency goes down and the effort required is quickly weighed up in my mind and even though I may intend to give some feedback the reality is there are more pressing things to do with my time. So often I'll not bother.
- My Level of Interest in the Subject
When I'm not that bothered about the subject being researched then I'm unlikely to bother giving feedback. I rarely travel on Southwest Trains so why would I bother to give feedback about ways to improve the experience if I'm not going to benefit from it in some way in the future.
- The Moment Passes
The
trick is to capture feedback from customers by enabling them to provide feedback in a simple,
fast and effective way with hardly any effort and at various points in the customer journey. Had Southwest Trains given passengers in simple, engaging even fun ways of capturing feedback on the platform and on then trains then the chances are response rates would have been much higher. It needs to be quick, simple and engaging before the moment passes.
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Where Do You Capture Feedback
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So where within your customer journey are the PinchPoints? And how do you know, when after all, only the wearer knows where the shoe pinches?
As much as you can predict where some PinchPoints might be, the only way to really understand them is to ask your customers. And the best way to do this is to speak with as many as you can regularly. Use a multitude of feedback mechanisms e.g. online surveys, face to face, telephone interviews, customer forums, informal meetings and just asking them after each transaction.
Four Actions You Can Take:
- Map out your customer's journey with all the steps they go through
- Work out where you think the PinchPoints are - the likely points of pain
- Work to eliminate these
- Involve your customers in helping you not only identify the PinchPoints but how to creatively fix them
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I hope this newsletter helps. Thanks for reading. I'd appreciate your feedback via two questions in two minutes on how you found it. Please take my micro-survey here.
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Kind regards,
Mark Gregory
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