If the Survey Request Sucks No One Will Participate

After a recent visit with a local ophthalmologist, I received this Voice of the Customer survey request:

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I doubt this survey request was successful for a number of reasons. The heading has no personality and it is visually bland. If any patients decided to continue reading, they would have been met with similar copy that provides no incentive for completing the survey. Next time, L.O. Eye Care should try something more like this:

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Notice how the doctor’s image is used in the heading. This is an example of the Novelty tactic because the image of someone the reader knows is unexpected and increases the likelihood that they’ll stop to read the email. Another thing that’s great about this heading is that it is personalized for the receiver. Lastly, the email’s body provides an incentive for the reader to complete the survey—complete the survey and L.O. Eye Care will “create better experiences for you in the future.” Overall, this version of the email incorporates the Likability tactic much more than the control, which in combination with the Novelty tactic can contribute to more patients completing the survey.

The lesson? If you want more Voice of the Customer data, show your customers that you care. Don’t make survey requests seem like a chore for you or the customer.

2 comment

2 Replies to “If the Survey Request Sucks No One Will Participate”

  1. It’s a simple idea, but true! If you are asking someone to do something, there needs to be a benefit to them… could be that they like you and want to engage with your brand, could be a material benefit, or it could just be that something seems fun and painless (or that they’ve received value and want to return some value). Always hated long, boring and/or confusing surveys. Structured surveys can give stilted results as it is, so if it feels like a chore… forget it. Great concept to bring to light.

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