Question

Topic: Customer Behavior

Survey Response Rate Motivators

Posted by Anonymous on 3/16/2006 at 2:49 PM ET 500 Points
Hi all,

I am in the process of conducting online surveys to customers who have recently (or just) cancelled a service delivered to very small businesses. The survey is very short and intended to find out why yet, as I suspected, the response rate is low.

The information is vital as retention is a problem, particularly in the early weeks/months of the customer's life.

My question: If I am going to offer a gift of some kind of gift (which could be positioned as part thank for being a customer, part thank you for the survey), how much do I offer? The customer, on average, was spending about $30-$60/month.

I was considering a $10 - $15 certificate. Any thoughts?

Note: I am planning several retention initiatives but I would like to know more about defection motivation first.

Thank you.
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RESPONSES

  • Posted on 3/16/2006 at 3:50 PM Accepted
    Larry -

    Having conducted research with former customers of a company to find out why they cancelled service, I'm not surprised to hear that your response rate is low. You may also want to look into doing some qualitaitive research (either online or offline) to explore reasons for cancellation further. Additionally, since many of these customers may be going to a competitor for the service you had provided, you may want to screen for customers currently getting the service with someone else who previously used you in the past, and then do some research with that group. We found this helpful so that we knew if they were leaving the category altogether or if they were just switching to the competition.

    One other way to increase response rates among business owners to promise them some of the research results (that would be relevant to them) in exchange for their responses. Sometimes, businesses place greater value in information (depending upon its relevance) than in a monetary incentive.

    Good luck - I hope this helps,
    Joy
  • Posted by Frank Hurtte on 3/16/2006 at 5:27 PM Member
    I suggest an actual phone call rather than a generic online or mail survey. I have found that if you show genuine concern for the loss of business. I have found that a dozen phone calls... then followed by a gift will give you more specific information.
    Frank Hurtte
    www.riverheightsconsulting.com
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