Speaker 1: In this video, I'm going to teach you how to get the highest response rates and the best insights from your customer satisfaction surveys. I'm Guy Letts, founder of Customer Sure. Our software helps hundreds of companies to measure customer satisfaction and more importantly, to improve it. Let's take a quick look at what causes poor response rates and then I'll teach you one simple way to crack the problem and I think you'll find that it's different from the way everybody else approaches it. Here's the first example of where it all starts to go wrong. I took a one hour flight and afterwards they sent me a satisfaction survey which had 57 pages. Now there could just be a time when it's okay to send out a 57 page survey, but it really shouldn't be your standard feedback form. Think about who they're sending it to. Most of their passengers are business travellers who are just too busy to fill in two pages of questions, let alone 57. And that's the first clue. They're not seeing it from their customer's point of view, they're seeing it as a data capture exercise. Here's another bad example. You visit a website because you need to do something quickly, but they just pop up this demand for feedback and you have to get rid of that and click it away before you can do what you came to do. Again, nothing wrong with inviting feedback, but you're not going to improve customer experience by doing things which annoy them. Here's the last example of what not to do. Reminders. My pet hate. This is the sixth reminder that they sent me. It's like they're punishing me for not replying. And look, do you see? It's a two to three minute survey and all I did was hire a meeting room. And look at that scale. It's backwards. It feels to me like they're playing mind games with me to try and artificially improve their score. All sorts of problems with that one. It's all become a relentless quest for data, but getting data is not the end goal. Sure, you need data, you need to know which problems to fix to keep that customer's business, but happy customers, that's the real goal. So what's the answer? Well, if you want more feedback, and if you want better quality feedback, and if you want those customers to keep on giving you feedback, then there's one simple thing that you need to get right. You need to make giving feedback a great experience for customers. And that doesn't just mean having a slick feedback form. You need to think about the whole experience, including what happens after they've given you feedback. So here are three steps to getting it right. Firstly, ask for feedback when your customers are most likely to want to give it. There might be some obvious times, like after they've phoned your customer service team, or when they've bought a product or a service from you, or you might need to do customer journey mapping and identify the key steps for customers. Second step, make it incredibly easy for your customers to give you feedback. Aim to make it possible within about 20 seconds. That's a reasonable amount of time. If they've got more to tell you, then don't limit them to 20 seconds, but equally don't force them to spend longer. And the questions should all be about what's most important to the customer at that point. Third step, and most important by far, think about what a customer might reasonably expect to happen after they've given feedback. The surest way to make sure they never give you feedback again is to make them feel like they've been ignored, like they've wasted their time filling in your survey. This is the step that makes the difference between measuring satisfaction and actually improving it. I really hope you found those three steps useful. If you did, please click the like button on YouTube. That'd be a great help. And if you want more practical advice on measuring and improving customer satisfaction, why not head over to our website? We've got articles, we've got eBooks, and we've got more videos. Thanks for watching.