This Is Why Nobody Is Taking Your Survey


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It is a myth that people don’t take surveys.

The truth is that people don’t take stupid surveys.

People are usually willing–sometimes delighted–to provide honest feedback about how you’re doing and ways to improve.

But most surveys are not that. More often, the survey communicates in many different ways that the company (a) doesn’t really care that much, (b) isn’t interested in hearing the customer’s honest feedback, and (c) won’t change anything because of what the customer said.

Case in point: last night we had this voicemail left on our company’s switchboard (click the link for the audio file). I have no idea who is calling or what the purpose of this survey is supposed to be, but clearly very few people are going to start answering random questions from a robocall which can’t even be bothered to identify itself. The fact that most robocalls are highly scammy (and this “survey” is probably not legit either) should lead any company to think very hard about what this survey technique will do to their brand image. Yet we continue to see outbound IVR surveys.

On the other hand, our experience proves that when you ask customers personally for feedback (that is, with a person), give them the opportunity to say what’s on their mind, and respect their time and opinions, in most cases the majority of customers will agree to take the survey.

So if people aren’t taking your survey, it’s not because people don’t take surveys. It’s because they don’t take your survey.

Republished with author's permission from original post.

Peter Leppik
Peter U. Leppik is president and CEO of Vocalabs. He founded Vocal Laboratories Inc. in 2001 to apply scientific principles of data collection and analysis to the problem of improving customer service. Leppik has led efforts to measure, compare and publish customer service quality through third party, independent research. At Vocalabs, Leppik has assembled a team of professionals with deep expertise in survey methodology, data communications and data visualization to provide clients with best-in-class tools for improving customer service through real-time customer feedback.


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