There is a balance to be struck between asking too often and not often enough for feedback from your customers. On the one hand, if you send too many survey requests this can lead to fatigue. On the other, if you don’t send them often enough you might be missing valuable insights. Continue reading to find out exactly how often you should send surveys to your customers:
1.Type of survey
To start with, it all depends on the type of survey you are sending. If you are sending a customer satisfaction survey, then consider the following factors:
- Is this a new client or an existing one? New customers might need more time to get familiar with your product and how it works. On the other hand, long-term customers have probably filled in a customer satisfaction survey or two, so sending them another, similar one when nothing has changed might not be the best idea.
- What is the aim of your survey? Is this a survey to ask them about their experience in your shop, their satisfaction with your product or service, or after the completion of a project? Your survey needs to have a specific goal, rather than just sending regular surveys to ask them about their overall experience. Therefore, instead of sending a regular survey every couple of months, send one after a specific event (purchasing, contacting support, onboarding, completion of project, etc.) has happened.
2. Length of survey
The frequency of your surveys should be correlated to the survey’s length. You can’t expect your customers to give you detailed answers to 20-minute long surveys on a regular basis. Especially if you are asking them the same questions over and over again. Go with shorter surveys with specific questions to the point. This will decrease your survey’s dropout rate and you will get answers from more participants. In case you do actually want to send a longer survey (15-minute long or more) consider doing so on an annual basis (depending on your industry).
(Psst… if you are not sure how to ask for feedback, read our article “How to Properly Ask for Customer Feedback”)
3. Design of survey
Finally, the way you design your survey will have an impact on the frequency as well. For example, designing the survey in a style which has lots of open-end questions means that your participants will need to put extra effort into writing a full response. Therefore, you don’t want to cause “survey fatigue” by sending too many open-end style surveys. Instead, consider a combination of multiple choice and open-end questions. Alternatively, you can suggest some answers, but also give your customers the opportunity to add their own comments.
In conclusion, your customers will always appreciate the effort you are putting into collecting feedback and taking their opinions into consideration. However, avoid distancing and annoying your customers by sending them surveys too frequently. The right frequency will depend on your industry, the type of customers you have and the product cycle.